Earned media can be a marketing goldmine, but are you truly maximizing its potential? Shockingly, a recent study from Nielsen found that while 92% of consumers trust earned media, only 38% of brands actively track and measure its impact. Are you leaving money on the table by neglecting this powerful channel?
Key Takeaways
- Track brand mentions across platforms using tools like Meltwater or Brand24, aiming for a 20% increase in positive sentiment quarter-over-quarter.
- Actively engage with journalists and influencers on platforms like LinkedIn and HARO (Help a Reporter Out), responding to at least 5 relevant queries per week.
- Develop at least 3 shareable content assets (infographics, data reports, videos) each quarter to boost organic backlinks and earned media mentions.
88% of Consumers Place the Highest Trust in Earned Media
According to a 2026 report by eMarketer, 88% of consumers trust recommendations from friends and family and online reviews more than any form of advertising. This falls under the umbrella of earned media, which is essentially free publicity gained through word-of-mouth, press coverage, and social sharing. This is powerful stuff. People trust people, not ads. We see it all the time. This is why influencer marketing (when done ethically and transparently) is so effective. It’s a modern form of word-of-mouth. The implications are clear: focusing on building genuine relationships and creating remarkable experiences that people want to talk about is far more impactful than simply throwing money at ads. Perhaps it’s time to ditch some 2026 marketing myths and focus on what truly matters.
Only 16% of Marketers Believe They Excel at Measuring Earned Media
Here’s the kicker: a HubSpot study reveals that only 16% of marketers feel confident in their ability to accurately measure the ROI of their earned media efforts. This is a problem. How can you improve what you can’t measure? Many marketers rely on vanity metrics like social media likes and shares, but these don’t always translate into tangible business results. A more strategic approach involves tracking brand mentions across platforms using tools like Meltwater or Brand24, monitoring website traffic from referral sources, and analyzing sentiment around your brand. We had a client last year who was getting tons of social media buzz, but their sales were flat. When we dug deeper, we discovered that most of the mentions were negative. Ouch.
73% of Journalists Prefer Pitches via Email
A recent IAB report found that 73% of journalists still prefer to receive pitches via email. This flies in the face of the conventional wisdom that social media is the best way to reach out to the press. While social media can be a useful tool for building relationships with journalists and staying top-of-mind, a well-crafted email pitch remains the most effective way to get their attention. Keep it concise, relevant, and personalized. I disagree with the trend of overly casual, emoji-laden pitches. Professionalism still matters. To nail press outreach, remember to tell great stories.
Content With Visuals Gets 94% More Views
Content with relevant images gets 94% more views than content without relevant images, according to research from Statista. In the context of earned media, this means that incorporating high-quality visuals into your press releases, blog posts, and social media updates can significantly increase your chances of getting noticed and shared. Think infographics, videos, and professionally designed graphics. Visuals break up text, make information easier to digest, and are more likely to capture attention in a crowded digital space.
Here’s What Nobody Tells You: Earned Media Isn’t Always Positive
Let’s be real for a minute: earned media isn’t always rainbows and unicorns. Sometimes, it’s a dumpster fire. A negative review, a scathing article, a viral social media rant — these can all do serious damage to your brand’s reputation. The key is to be prepared to respond quickly and effectively to negative feedback. Don’t ignore it. Acknowledge the issue, apologize if necessary, and offer a solution. Transparency and accountability can go a long way in turning a negative situation into a positive one. We ran into this exact issue at my previous firm when a client’s product was featured in a critical review. The client wanted to ignore it, but we convinced them to respond publicly and offer a full refund to the reviewer. The result? The reviewer updated their review to reflect the client’s responsiveness, and the client actually saw an increase in sales. This is why you need to own your online reputation.
What’s the difference between earned, owned, and paid media?
Earned media is publicity you gain through word-of-mouth, press coverage, and social sharing. Owned media is content you create and control, such as your website, blog, and social media channels. Paid media is advertising you pay for, such as search engine marketing, social media ads, and display ads.
How can I get more press coverage?
Build relationships with journalists, craft compelling press releases, offer exclusive stories, and provide valuable insights on industry trends. Use tools like HARO to respond to journalist inquiries.
What are some tools for tracking brand mentions?
How do I respond to negative reviews?
Acknowledge the issue, apologize if necessary, and offer a solution. Be transparent and accountable, and take the conversation offline if needed.
Is earned media really free?
While the publicity itself is free, there are costs associated with earned media, such as the time and effort required to build relationships, create content, and monitor brand mentions. You might also invest in tools or services to support your efforts.
Stop treating earned media as an afterthought. Start prioritizing genuine engagement, creating remarkable experiences, and actively monitoring your brand’s reputation. Your bottom line will thank you. Focus relentlessly on building relationships with key industry influencers and journalists in your niche. This is a long game, not a short sprint. Want to build thought leadership and become the go-to expert? Earned media can help.
