There’s a shocking amount of misinformation surrounding earned media, even among seasoned marketing professionals. Are you falling for these common myths, potentially undermining your campaigns and missing out on valuable opportunities for brand growth?
Key Takeaways
- Earned media is more than just PR; it encompasses all third-party validation, including reviews and social mentions, and should be integrated into your overall marketing strategy.
- While you can’t directly control earned media, proactive relationship building and creating newsworthy content can significantly increase your chances of positive coverage.
- Measuring the ROI of earned media requires a multi-faceted approach, tracking metrics like brand mentions, website traffic, and social engagement, rather than solely relying on Advertising Value Equivalency (AVE).
- Success with earned media relies on a long-term commitment to building relationships with journalists and influencers, rather than expecting immediate results from a single press release.
Myth #1: Earned Media is Just PR
The misconception here is that earned media is synonymous with public relations. Many believe it’s solely about securing press coverage through press releases and media outreach. This couldn’t be further from the truth.
In reality, earned media is much broader. It encompasses any third-party validation of your brand. Think about it: online reviews on sites like Yelp, social media mentions, blog posts by industry experts, and even word-of-mouth referrals all fall under the umbrella of earned media. These channels can have a significant impact on brand reputation and customer acquisition.
I remember a client, a local bakery on Peachtree Street, who initially focused solely on traditional PR. They sent out press releases about new products, but saw minimal impact. However, when they started actively encouraging customers to leave reviews on Google Business Profile and engaging with local food bloggers, they saw a huge surge in foot traffic. One mention in a blog post by “Atlanta Eats” was worth more than all their press releases combined. It also led to features on local news outlets like WSB-TV. You can learn more about how to achieve similar results in our article about Small Biz Media Visibility.
Myth #2: You Can’t Control Earned Media
The common belief is that because you don’t pay for earned media, you have no control over it. People think it’s entirely at the mercy of journalists and influencers. While it’s true that you can’t dictate what others say about your brand, you absolutely can influence the narrative.
How? By creating truly newsworthy content. By building relationships with journalists and influencers before you need them. By being responsive and helpful when they reach out. And by actively monitoring your brand mentions online and addressing any negative feedback promptly and professionally.
Think of it like planting seeds. You can’t force them to grow, but you can provide the right conditions – fertile ground, water, and sunlight – to increase their chances of success. Similarly, you can create the right conditions for positive earned media coverage by being proactive and strategic. A study by the IAB (Interactive Advertising Bureau) [https://iab.com/insights/](https://iab.com/insights/) found that brands that actively engage with their audience online are 2.7 times more likely to receive positive media mentions.
Myth #3: Advertising Value Equivalency (AVE) is the Best Way to Measure ROI
Many marketers cling to the outdated practice of using Advertising Value Equivalency (AVE) to measure the return on investment (ROI) of their earned media efforts. AVE calculates the cost of an equivalent amount of advertising space and assigns that value to the earned media coverage.
This is a flawed metric for several reasons. First, it assumes that earned media is directly equivalent to paid advertising, which it isn’t. Earned media carries more credibility and influence because it comes from a third-party source. Second, AVE doesn’t account for the nuances of earned media, such as the sentiment of the coverage, the reach of the publication, or the engagement it generates.
A much better approach is to use a multi-faceted approach that tracks a range of metrics, including brand mentions, website traffic, social media engagement, and lead generation. For example, we use Meltwater to monitor brand mentions across different online channels. We then analyze the sentiment of those mentions and track how they impact website traffic and conversions using Google Analytics. Also, consider tools like Sprout Social for tracking social media engagement. Don’t forget to consider your online reputation as a key component of your earned media strategy.
Myth #4: Earned Media Delivers Instant Results
Some professionals expect immediate results from their earned media efforts. They send out a press release and expect to see a flood of positive coverage and a surge in sales overnight. Unfortunately, that’s rarely how it works.
Building strong relationships with journalists and influencers takes time and effort. Securing positive coverage requires crafting compelling stories that resonate with their audience. And driving meaningful results requires a sustained, long-term commitment. To really nail media visibility, you need a strategic approach.
It’s like building a house. You can’t build it in a day. It requires a solid foundation, careful planning, and consistent effort. Similarly, building a successful earned media strategy requires patience, persistence, and a long-term perspective. One of our clients, a tech startup based in Tech Square, initially struggled to gain traction with their earned media efforts. They sent out multiple press releases with little success. However, after we helped them develop a more targeted outreach strategy and focus on building relationships with key industry influencers, they started to see a significant improvement in their coverage. It took several months, but eventually, they were featured in Wired and TechCrunch, which led to a huge boost in their brand awareness and credibility. A 2025 Nielsen study [https://www.nielsen.com/insights/](https://www.nielsen.com/insights/) revealed that it typically takes 6-9 months to see a significant impact from earned media campaigns.
Myth #5: Earned Media is Only for Large Corporations
There’s a pervasive idea that earned media is only effective for large corporations with deep pockets and established brands. Smaller businesses often feel intimidated by the prospect of competing with these giants for media attention.
This is simply not true. In fact, earned media can be particularly valuable for small businesses because it offers a cost-effective way to build brand awareness, establish credibility, and reach a wider audience. Small businesses often have unique stories to tell, and local media outlets are always looking for interesting content. If you’re in Atlanta, consider how to get Atlanta marketing edge for your small business.
I’ve seen firsthand how small businesses can leverage earned media to their advantage. For example, a local coffee shop near the Lindbergh MARTA station partnered with a local artist to create a mural on their building. They invited the local media to cover the unveiling, and the story was picked up by several news outlets, including The Atlanta Journal-Constitution. The coffee shop saw a significant increase in foot traffic and social media engagement as a result.
Don’t underestimate the power of a good story. Even if you don’t have a huge marketing budget, you can still generate buzz and build your brand through earned media.
Stop believing the hype. Earned media is a powerful tool for businesses of all sizes, but only if you understand the reality behind the myths. By debunking these misconceptions, you can develop a more effective strategy that drives real results.
What’s the first step in building an earned media strategy?
Start by identifying your target audience and the media outlets and influencers they trust. Then, develop a compelling story that resonates with them.
How can I find relevant journalists and influencers?
Use tools like SEMrush and Ahrefs to identify websites and blogs that cover your industry. Look for journalists and influencers who have a strong following and a history of covering similar topics. You can also use social media search and listening tools to find relevant conversations and identify key influencers.
How do I write a compelling press release?
Focus on the newsworthiness of your announcement. What’s unique, interesting, or impactful about it? Write a clear and concise headline, and include all the essential information in the first paragraph. Provide quotes from key stakeholders and include relevant data and statistics. Don’t forget to include a call to action.
How do I build relationships with journalists and influencers?
Start by following them on social media and engaging with their content. Share their articles, comment on their posts, and show genuine interest in their work. When you reach out to them, personalize your message and explain why your story is relevant to their audience. Offer them exclusive access or information. Be helpful and responsive, even if they don’t immediately cover your story.
What should I do if I receive negative media coverage?
Don’t panic. Take a deep breath and assess the situation. Respond promptly and professionally. Acknowledge the issue and address any factual inaccuracies. Offer a sincere apology if necessary. Focus on resolving the issue and demonstrating your commitment to customer satisfaction. Use the opportunity to learn and improve.
Stop focusing on outdated metrics like AVE and start measuring what truly matters: brand mentions, website traffic, and lead generation. By doing so, you can unlock the full potential of earned media and drive significant growth for your business.
