Earned Media Myths Costing Marketers Big Time

Misconceptions about earned media abound, often leading to wasted effort and missed opportunities for marketing professionals. Are you making decisions based on these myths?

Myth 1: Earned Media is Just Free Advertising

The misconception here is that earned media is simply a way to get free ads. This is far from the truth. Earned media is about building credibility and trust through third-party validation. It’s not about directly promoting your product or service, but rather about sharing valuable information or a compelling story that resonates with your target audience and encourages them to seek you out.

Think of it like this: advertising is shouting from the rooftops, while earned media is having a respected neighbor recommend your services. Which one do you think people are more likely to trust? I had a client last year, a small bakery on Peachtree Street near Buckhead, who initially focused solely on paid ads. They saw a small bump in sales, but it wasn’t sustainable. We shifted their strategy to focus on getting local food bloggers and news outlets to feature their unique pastries. The result? A significant increase in foot traffic and a loyal customer base. That’s the power of earned media – sustainable growth built on trust.

Myth 2: Impressions are the Only Metric That Matters

Many marketers believe that the number of impressions a piece of earned media generates is the ultimate measure of success. While impressions can provide a sense of reach, they don’t tell the whole story. In fact, they often mask the true impact (or lack thereof) of your efforts. What good are a million impressions if no one actually clicks through to your website or remembers your brand?

Instead, focus on metrics that demonstrate engagement and impact. Consider referral traffic to your website, the sentiment of brand mentions, the quality of backlinks acquired, and the number of social shares. For example, tracking referral traffic in Google Analytics 4 (GA4) can show you exactly how many visitors are coming to your site from specific news articles or blog posts. A Nielsen study found that consumers are 92% more likely to trust recommendations from people they know than advertising. This underscores the importance of focusing on quality over quantity when it comes to earned media. We use tools like Brand24 to monitor mentions and analyze sentiment, providing a much clearer picture of our clients’ brand perception.

Myth 3: A Press Release is All You Need for Earned Media Success

The idea that simply churning out press releases and distributing them widely will guarantee media coverage is a common, and often costly, mistake. The truth is, journalists are bombarded with press releases every day. To stand out, you need a compelling story, a targeted approach, and a genuine relationship with the media.

Think of a press release as just one tool in your earned media toolbox, not the entire toolbox itself. A much better approach is to identify journalists and influencers who cover your industry, build relationships with them, and offer them exclusive content or insights. Provide value before you ask for coverage. We’ve found success by offering journalists early access to research reports or connecting them with experts in our network. For example, if you are in the legal field, getting quoted in the Daily Report, a highly reputable source in Atlanta, could be more beneficial than a generic press release. Remember, it’s about building relationships, not just blasting out information. It’s better to get one in-depth article in a respected publication than 10 superficial mentions in low-quality outlets. I’ve seen this play out countless times.

Myth 4: Earned Media is a One-Time Campaign

Many professionals treat earned media as a one-off project, launching a campaign and then moving on to the next thing. Earned media is a marathon, not a sprint. It requires consistent effort, ongoing relationship building, and a long-term perspective.

Building trust and credibility takes time. You need to consistently provide value to journalists and influencers, monitor your brand mentions, and adapt your strategy as needed. Think of it as nurturing a garden: you can’t just plant the seeds and expect them to grow without ongoing care and attention. For example, we recently launched a year-long earned media campaign for a local healthcare provider, Northside Hospital. The goal was to position them as a leader in innovative medical treatments. We started by identifying key journalists who cover healthcare in the Atlanta area and began building relationships with them. Over the course of the year, we provided them with exclusive access to doctors, patients, and research findings. The result was a steady stream of positive media coverage that significantly enhanced the hospital’s reputation. This kind of sustained effort is what separates successful earned media strategies from those that fizzle out.

Myth 5: Earned Media is Only for Large Corporations

There’s a misconception that earned media is only effective for big companies with massive budgets and established brand recognition. This simply isn’t true. In fact, earned media can be even more impactful for small businesses and startups, helping them to build brand awareness and credibility on a limited budget.

Small businesses often have unique stories and a personal touch that resonates with audiences. By focusing on these strengths, they can generate earned media coverage that rivals that of larger competitors. For example, a local coffee shop in Decatur, JavaVino, could partner with a local artist to create a unique mural, generating buzz and attracting media attention. Or a startup could offer a free workshop to the community, positioning themselves as experts and building relationships with potential customers. The key is to be creative, authentic, and genuinely interested in providing value to your audience. A report by eMarketer found that small businesses that actively engage with their communities are more likely to generate positive word-of-mouth and earned media coverage. Don’t let a lack of resources hold you back. With the right strategy, even the smallest business can achieve big results with earned media.

Myth 6: You Can Control the Narrative

This is a dangerous myth. You cannot fully control what others say about your brand in earned media. While you can influence the narrative by providing accurate information and compelling stories, ultimately, the media and your audience will form their own opinions. Trying to manipulate or control the narrative can backfire spectacularly, damaging your credibility and harming your brand reputation.

Instead of trying to control the narrative, focus on building trust and transparency. Be honest, responsive, and willing to address criticism openly. If you make a mistake, own up to it and take steps to correct it. Transparency builds trust, and trust is the foundation of successful earned media. We ran into this exact issue at my previous firm. A client tried to bury a negative news story by threatening legal action against the journalist. The result? The story went viral, and the client’s reputation was severely damaged. The lesson? Honesty and transparency are always the best policy. Consider this your public service announcement: embrace the messiness of earned media and focus on building genuine relationships. It’s worth it. So, how do you embrace the messiness?

Thinking about your online reputation is key here. You need to be proactive and monitor what is being said about your business, good or bad.

To truly excel, remember to unlock real marketing results by busting common earned media myths.

Stop believing the hype around earned media. Instead, focus on building genuine relationships, providing value, and measuring your results effectively. Your brand (and your bottom line) will thank you.