Did you know that 84% of people distrust traditional advertising? That’s a staggering number, and it highlights the growing importance of earned media in any successful marketing strategy. Are you ready to ditch the hard sell and start building genuine connections with your audience?
Key Takeaways
- Focus on creating genuinely valuable content that solves a problem for your audience, as 62% of people share content to inform others.
- Actively monitor brand mentions and engage in conversations happening online, as brands see an average 20% lift in positive brand perception when they respond to customer feedback.
- Build relationships with journalists and influencers in your niche, as 55% of journalists prefer to be contacted via email, and personalized pitches have a higher success rate.
Data Point #1: 62% Share to Inform
According to a recent report by Nielsen, 62% of people share content online to inform others about products, services, or news. Think about that for a moment. People aren’t just passively consuming information; they’re actively curating and distributing it to their networks. This is a massive opportunity for brands to tap into the power of word-of-mouth marketing, but you can’t force it. It has to be earned.
What does this mean for your strategy? Stop focusing solely on self-promotional content. Instead, create content that is genuinely valuable and informative for your target audience. Solve their problems. Answer their questions. Entertain them. When you provide value, people will naturally want to share it with their networks. We had a client last year, a small bakery in the Virginia-Highland neighborhood, who was struggling to get noticed. We shifted their content strategy from posting pictures of their pastries (which, admittedly, looked delicious) to sharing baking tips and recipes. Engagement skyrocketed, and so did their foot traffic. The key is to create content that people want to share, not content that you want them to share.
Data Point #2: 70% Trust Recommendations
A massive 70% of consumers trust recommendations from people they know Nielsen. This underscores the power of word-of-mouth and peer influence. What’s more effective: a slick ad campaign or a friend telling you about a great new restaurant they discovered? The answer is obvious. Earned media capitalizes on this inherent trust by getting people talking about your brand organically.
This statistic highlights why influencer marketing, done correctly, can be so effective. Notice the “done correctly” caveat. Too many brands focus on vanity metrics like follower count instead of genuine engagement and relevance. Find influencers who truly align with your brand values and who have a real connection with their audience. Don’t just pay them to post; collaborate with them to create authentic content that resonates with their followers. Think of it as a partnership, not a transaction. Remember that authenticity is key. People can spot a fake endorsement a mile away.
| Factor | Traditional Advertising | Earned Media |
|---|---|---|
| Cost | High, Predictable | Low, Variable |
| Control Over Message | High | Low |
| Credibility | Lower (Perceived Bias) | Higher (Third-Party Validation) |
| Longevity | Short-Term | Potentially Long-Term |
| Targeting Precision | Defined by Channels | Influenced by Audience |
| Scalability | Easily Scalable | Organic, Slower Growth |
Data Point #3: 20% Lift in Positive Perception
According to a 2025 study by HubSpot, brands see an average 20% lift in positive brand perception when they respond to customer feedback on social media. This is huge! It shows that simply acknowledging and engaging with your audience can have a significant impact on how they perceive your brand. Ignoring comments, both positive and negative, is a missed opportunity to build relationships and demonstrate that you care.
This isn’t just about damage control; it’s about proactive engagement. Monitor your brand mentions online using tools like Brand24 or Mention. Respond to comments, answer questions, and address concerns promptly and professionally. Even a simple “thank you” can go a long way. I remember one time, we had a client who was getting hammered with negative reviews online. Instead of ignoring them or getting defensive, we helped them craft thoughtful and empathetic responses. We even offered to personally call some of the dissatisfied customers to understand their issues and offer solutions. The result? Many of those negative reviews were updated to positive ones, and the brand’s reputation significantly improved. The Georgia Consumer Protection Division takes online reviews very seriously, so it’s important to handle them carefully and honestly.
Data Point #4: 55% Prefer Email Pitches
A recent survey of journalists found that 55% of journalists prefer to be contacted via email Cision. This may seem obvious, but it’s surprising how many brands still rely on outdated methods like phone calls or generic press releases. Email allows journalists to review your pitch at their convenience and to easily share it with their colleagues. But, and this is a big but, your email needs to stand out from the hundreds of other pitches they receive every day.
Personalization is key. Do your research and understand what each journalist covers. Tailor your pitch to their specific interests and demonstrate that you’ve actually read their work. Don’t send a generic press release to a list of hundreds of journalists; that’s a surefire way to get ignored. I disagree with the conventional wisdom that press releases are dead. They’re not dead, but they need to be targeted and personalized. A well-crafted press release, sent to the right journalists, can still generate significant earned media coverage. Remember, journalists are busy people. Make it easy for them to understand your story and why it’s relevant to their audience. One of the most effective strategies I’ve found is to offer them an exclusive angle or access to an expert source. For example, if you’re launching a new product, offer a journalist an exclusive first look or an interview with the CEO.
Top 10 Earned Media Strategies for Success in 2026
Now that we’ve examined the data, let’s get into the nitty-gritty. Here are 10 earned media strategies that will help you build brand awareness, establish credibility, and drive results in 2026:
- Create High-Quality Content: This is the foundation of any successful earned media strategy. Develop blog posts, articles, videos, and infographics that are informative, engaging, and valuable to your target audience.
- Build Relationships with Journalists: Identify journalists who cover your industry and reach out to them with personalized pitches. Offer them exclusive stories, expert commentary, and access to your company’s leadership.
- Embrace Influencer Marketing: Partner with influencers who align with your brand values and who have a genuine connection with their audience. Collaborate with them to create authentic content that resonates with their followers.
- Actively Monitor Brand Mentions: Use social listening tools to track mentions of your brand online. Respond to comments, answer questions, and address concerns promptly and professionally.
- Participate in Industry Events: Attend conferences, trade shows, and other industry events to network with journalists, influencers, and potential customers.
- Offer Expert Commentary: Position yourself as a thought leader in your industry by offering expert commentary on relevant news stories and trends.
- Run Contests and Giveaways: Contests and giveaways can generate buzz and excitement around your brand. Encourage participants to share your content on social media to increase your reach.
- Submit to Industry Awards: Winning industry awards can boost your credibility and visibility. Research relevant awards programs and submit your best work for consideration.
- Create a Strong Social Media Presence: Develop a consistent and engaging social media presence on the platforms where your target audience spends their time. Share valuable content, interact with your followers, and run targeted advertising campaigns. Make sure your Google Business Profile is fully optimized, too.
- Focus on Local SEO: If you’re a local business, focus on optimizing your website and online presence for local search. Claim your business listings on online directories, encourage customers to leave reviews, and participate in local community events.
Mastering earned media is no longer optional for effective marketing—it’s essential. The strategies outlined above will help you build a strong foundation for success. But here’s what nobody tells you: it takes time and effort. There are no shortcuts. You have to be patient, persistent, and willing to adapt your strategy as needed. Start small, focus on building relationships, and always prioritize providing value to your audience.
Stop chasing fleeting trends and start building genuine connections. Focus on creating content that solves a real problem for your audience, and the earned media opportunities will follow. Ditch the spray-and-pray approach to press releases, and instead, cultivate real relationships with journalists who cover your beat. Your brand (and your bottom line) will thank you for it. If you are in the Atlanta area, you can also focus on Atlanta media visibility.
