Positive Earned Media for Brand Visibility and a Better Online Reputation
Earned media can be good or bad. Earned media is a component of public relations, online reputation management, and other marketing strategies. It focuses on publicity gained through editorial coverage, word-of-mouth, and organic consumer engagement.
Positive earned media can significantly enhance brand visibility, credibility, and consumer trust. This article explores the concept of earned media, its benefits and applications, challenges and limitations, and future prospects and implications.
What is Earned Media?
Earned media refers to the publicity or exposure a company gains through methods other than paid advertising. It includes:
- Media coverage
- Social media mentions
- Word-of-mouth recommendations
- User-generated content generated by users and influencers
These endorsements and acknowledgments are organically acquired and can significantly enhance a brand’s reputation.
Key differences between earned, paid, and owned media:
- Paid Media: Direct advertising efforts where a company pays for exposure (Think: TV ads, radio spots, internet ads)
- Owned Media: Channels directly controlled by a company (e.g., your website, blog, social media profiles)
- Earned Media: Organic visibility gained through mentions by bloggers, influencers, journalists, or satisfied customers
Earned media is particularly important in online reputation management because it builds trust and credibility. Third-party recommendations and unbiased news coverage are viewed with more trust than paid advertisements.
Key Benefits and Applications of Earned Media
Earned media offers numerous advantages:
- Third parties build brand visibility and credibility: When trusted journalists or influencers talk about your brand, it carries more weight and helps build credibility. According to a Nielsen study, 92% of consumers trust earned media above all other forms of advertising.
- Increases content diversity for your brand: Earned media adds variety to your content without additional costs. Fresh, organic content from third parties boosts your brand’s appeal.
- Supports SEO with links and headlines: Earned media often results in backlinks from high-authority websites, improving search engine rankings and online visibility. A study from Backlinko found that backlinks remain a key factor in Google’s ranking algorithm.
Examples of Earned Media
Understanding what constitutes earned media can help you better strategize your efforts. Here are some common examples:
- Articles in online publications
Articles in high-traffic online publications, such as Forbes or TechCrunch, significantly enhance a business’s credibility and visibility. These features often result from a company’s innovation or achievements. For example, a tech startup might be highlighted in TechCrunch for its groundbreaking software that revolutionizes remote work. - Video-based earned media
Video-based earned media includes video reviews by popular vloggers or coverage by online news outlets. This type of media can reach a vast audience quickly. For instance, a beauty brand could gain massive exposure through a positive review from a top beauty vlogger on YouTube, boosting sales and brand recognition. - Online reviews and testimonials
Online reviews and testimonials on platforms such as Yelp or Google Reviews play a role in shaping a business’s reputation. For example, a restaurant receiving numerous five-star reviews on Yelp can attract more customers and build a loyal following, demonstrating consistent quality and service. - Social media mentions
Social media mentions include tweets, Facebook posts, Instagram mentions, or endorsements on LinkedIn. These mentions can amplify a brand’s online presence. For instance, an Instagram influencer mentioning a new fitness app can drive significant traffic and downloads, leveraging their followers’ trust and engagement. - Blog mentions
Blog mentions refer to coverage in widely-read blogs, providing in-depth insights or reviews. For example, a sustainable fashion brand might be featured in a popular eco-friendly lifestyle blog, attracting environmentally-conscious readers and enhancing its brand image within a niche market. - Word of mouth
Word of mouth involves personal recommendations from friends and family, and it is often considered the most trusted form of marketing. For instance, a satisfied customer of a local bakery might recommend it to their friends and family, leading to increased patronage and community support without any direct advertising costs. - Podcast mentions
Podcast mentions include featuring in niche podcasts, which can reach targeted audiences. For example, a financial services firm could gain credibility and attract new clients by being discussed in a well-regarded finance podcast, highlighting its expertise and successful client stories. - Industry awards
Industry awards involve receiving nominations or winning industry-specific accolades, enhancing a business’s prestige. For instance, a tech company winning a “Best Innovation in AI” award at a major tech conference can elevate its profile, attract investors, and validate its technological advancements.
Challenges and Limitations of Earned Media
While beneficial, earned media comes with its own set of challenges:
- Difficult to maintain message control: You have limited control over how your brand is portrayed once it’s in the hands of journalists or influencers.
- The unpredictability of coverage: It’s challenging to predict if or when your story will be picked up, making it difficult to plan your communications strategy.
- Measurement of ROI: Quantifying the return on investment for earned media can be more complicated compared to paid media.
Despite these challenges, companies can navigate these hurdles by staying proactive and flexible. Adopting advanced analytics tools can help better track media mentions and gauge public sentiment more accurately.
Strategies for Earning Media Coverage
Getting earned media coverage requires planning and long-term effort. Here are some effective strategies:
- Building relationships with journalists and influencers: Cultivate connections with key people in your industry. Authentic relationships can lead to more opportunities for earned media. You can use services like Muck Rack for this type of PR management or just reach out directly to journalists from their articles.
- Crafting compelling story angles and press releases: Think of what you would like if you were a journalist. Offer unique stories that align with current trends to catch the interest of journalists and influencers.
- Leveraging data, research, and expert insights: Back your stories with strong data and expert commentary. This makes your narrative more credible and interesting to the media.
Wrapping Up
Earned media serves as an influential force for enhancing brand awareness, credibility, and trust, and can be a cornerstone to a well-executed online reputation campaign. Despite the inevitable obstacles, the benefits frequently surpass the hurdles. With thoughtful planning and skillful implementation, businesses can reap the rewards of incorporating earned media into their PR and online marketing strategies.
Tags: Reputation Marketing.
