Earned Media’s New Rules: Brand24 for Buzz in ’26

Want to amplify your brand’s voice without breaking the bank? Earned media, the holy grail of organic reach, is the answer. It’s about getting your brand talked about—positively—by third parties. But how do you actually earn that attention? It’s not about press releases alone anymore; it’s about crafting compelling narratives, engaging with your community, and understanding the digital currents shaping conversations. Are you ready to ditch the old PR playbook and embrace a strategy that gets people buzzing?

Step 1: Setting Up Your Brand24 Account for Earned Media Monitoring

The first step in mastering earned media is knowing what people are already saying about your brand, your competitors, and your industry. I recommend Brand24 for this, as it’s a powerful (and relatively affordable) media monitoring tool. I’ve used it for years, and it’s consistently provided valuable insights for my clients.

1.1 Creating a New Project

Once you’ve logged into your Brand24 account (or created one – they offer a free trial), you’ll want to create a new project. On the main dashboard, click the big blue button labeled “New Project“. This will take you to a setup screen.

Here, you’ll need to enter a name for your project (e.g., “Acme Corp Brand Monitoring”), and then, most importantly, the keywords you want to track. These should include:

• Your brand name (e.g., “Acme Corp”)
• Your product names (e.g., “Acme Widget Pro”)
• Common misspellings of your brand name (e.g., “Akme Corp”)
• Your key competitors (e.g., “Competitor X”, “Competitor Y”)
• Relevant industry keywords (e.g., “widget industry”, “widget technology”)

Pro Tip: Don’t be afraid to get granular with your keywords. The more specific you are, the more relevant the results will be. I once worked with a local bakery, “The Sweet Spot,” and we included keywords like “Sweet Spot bakery,” “Main Street bakery,” and even common dessert-related hashtags used in Marietta, GA, to capture local mentions.

1.2 Configuring Data Sources

Next, you’ll want to configure your data sources. This tells Brand24 where to look for mentions. In the “Data Sources” tab, you’ll see options for:

• Websites: This includes news sites, blogs, forums, and other websites.
• Social Media: This covers platforms like Meta, Mastodon, and even niche platforms like Nextdoor if you’re targeting a specific geographic area.
• Podcast Monitoring: This is a newer feature that transcribes podcast audio and searches for your keywords.

Make sure all relevant data sources are selected. For most businesses, the “Websites” and “Social Media” options are essential. The “Podcast Monitoring” feature can be incredibly valuable if your target audience listens to podcasts.

Common Mistake: Forgetting to include relevant hashtags as keywords. In 2026, hashtags are still a powerful way to track conversations on social media.

1.3 Setting Up Notifications

Finally, set up your notifications so you’re alerted when new mentions are detected. In the “Notifications” tab, you can configure email alerts or push notifications to your phone via the Brand24 app.

I recommend setting up daily email summaries to stay on top of your brand mentions without being overwhelmed. You can also set up real-time alerts for specific keywords or sentiment scores (more on sentiment analysis later). This is particularly useful for crisis management.

Expected Outcome: A well-configured Brand24 project that actively monitors your brand, competitors, and industry for relevant mentions across the web and social media.

Step 2: Analyzing Your Earned Media Mentions

Now that you’re collecting data, it’s time to analyze it to understand what’s being said about your brand and identify opportunities for engagement.

2.1 Sentiment Analysis

Brand24 automatically analyzes the sentiment of each mention, classifying it as positive, negative, or neutral. This is a crucial feature for understanding the overall tone of the conversation surrounding your brand.

In the Brand24 dashboard, you can filter mentions by sentiment using the “Sentiment Filter” dropdown menu. Pay close attention to negative mentions, as these require immediate attention. Address concerns promptly and professionally to mitigate potential damage to your brand’s reputation.

2.2 Identifying Key Influencers

Brand24 identifies influential authors based on their reach and engagement. These are the people you want to build relationships with.

Click on the “Influencers” tab to see a list of the top influencers mentioning your brand or industry. Reach out to these individuals to thank them for their positive mentions or to offer them exclusive content or opportunities. Building relationships with influencers can significantly amplify your earned media efforts.

2.3 Spotting Trends and Opportunities

Look for recurring themes or topics in your mentions. Are people consistently praising a particular product feature? Are they complaining about a specific issue? Use this information to inform your content strategy and product development.

Use the “Mentions Summary” tab to identify trending topics and keywords. This can help you create timely and relevant content that resonates with your audience. For example, if you notice a surge in mentions related to “sustainable packaging,” you could create a blog post or social media campaign highlighting your company’s commitment to sustainability.

Expected Outcome: A clear understanding of the sentiment, key influencers, and trending topics surrounding your brand, enabling you to make data-driven decisions about your earned media strategy.

Step 3: Crafting Compelling Narratives

Now that you understand the conversation, it’s time to craft compelling narratives that will generate positive earned media coverage.

3.1 Identifying Your Unique Value Proposition

What makes your brand different? What problem do you solve for your customers? Your unique value proposition is the foundation of your earned media strategy.

Clearly articulate your value proposition in your press releases, blog posts, and social media content. Focus on the benefits you offer to your customers, not just the features of your products. Think about the stories you can tell that illustrate your value proposition in a compelling way. I had a client last year who was a small, independent bookstore. Their unique value proposition wasn’t just selling books; it was creating a community space for book lovers. We focused our earned media efforts on highlighting the bookstore’s events, author signings, and book clubs, which generated significant local media coverage.

To further define and communicate your brand, consider how your messaging resonates with current social conversations.

3.2 Aligning with Current Social Conversations

Pay attention to what’s trending on social media and find ways to align your brand’s message with those conversations. This is called “newsjacking,” and it can be a powerful way to generate earned media coverage.

Use tools like Google Trends to identify trending topics. Create content that is relevant to those topics and that showcases your brand’s expertise or perspective. Be careful not to be too opportunistic or exploitative, though. Authenticity is key. It’s a fine line between relevance and being tone-deaf.

3.3 Creating Shareable Content

The more shareable your content is, the more likely it is to generate earned media coverage. Focus on creating content that is informative, entertaining, or emotionally resonant. Visual content, such as images and videos, is particularly effective at generating shares.

Invest in high-quality visuals and create content that is optimized for social media sharing. Use compelling headlines, engaging descriptions, and relevant hashtags. Consider creating infographics, short videos, or interactive content that is easy to share and consume. A Sprout Social report found that posts with images receive 2.3X more engagement than those without. So, don’t skimp on visuals!

Expected Outcome: Compelling narratives that resonate with your target audience and generate positive earned media coverage.

Step 4: Engaging with Your Community

Earned media isn’t just about broadcasting your message; it’s about engaging in conversations with your community. Respond to comments, answer questions, and participate in relevant discussions. This shows that you’re listening and that you care about what people are saying.

4.1 Responding to Mentions

Monitor your brand mentions in Brand24 and respond to them promptly. Thank people for their positive comments and address any negative feedback constructively. This shows that you’re paying attention and that you value your customers’ opinions.

Set up real-time alerts in Brand24 so you’re notified immediately when your brand is mentioned. This allows you to respond quickly and effectively to any issues or concerns. Be polite, professional, and helpful in your responses. Remember, every interaction is an opportunity to build trust and strengthen your relationship with your community.

4.2 Participating in Relevant Discussions

Find relevant online communities and participate in discussions related to your industry or niche. Share your expertise, answer questions, and offer helpful advice. This establishes you as a thought leader and helps you build relationships with potential customers and influencers.

Identify relevant forums, social media groups, and online communities where your target audience hangs out. Participate in discussions thoughtfully and respectfully. Avoid being overly promotional. Focus on providing value and building relationships. Don’t just drop links to your website; offer genuine insights and perspectives.

4.3 Building Relationships with Journalists and Influencers

Identify journalists and influencers who cover your industry and build relationships with them. Share your expertise, offer them exclusive content, and invite them to events. This can lead to positive earned media coverage and increased brand awareness.

Use tools like Meltwater to find journalists and influencers who are relevant to your brand. Follow them on social media, read their articles, and engage with their content. Reach out to them with personalized messages that demonstrate you understand their work and that you have something valuable to offer. Remember, building relationships takes time and effort. Be patient and persistent, and focus on providing value.

Expected Outcome: A strong and engaged community that amplifies your brand’s message and generates positive earned media coverage.

Step 5: Measuring Your Results

It’s crucial to track your earned media efforts to see what’s working and what’s not. Use Brand24 to monitor your brand mentions, sentiment, and reach. Track your website traffic, social media engagement, and sales conversions to measure the impact of your earned media campaigns.

5.1 Monitoring Brand Mentions and Sentiment

Use Brand24 to track the number of brand mentions you’re receiving and the sentiment of those mentions. This gives you a sense of how your brand is being perceived by the public. Pay attention to any spikes in mentions or changes in sentiment, as these may indicate a crisis or an opportunity.

Set up custom reports in Brand24 to track your brand mentions and sentiment over time. This allows you to identify trends and patterns. Compare your results to your competitors to see how you’re performing relative to them.

5.2 Tracking Website Traffic and Social Media Engagement

Use Google Analytics 4 to track the traffic to your website from your earned media campaigns. This tells you how many people are visiting your site as a result of your efforts. Track your social media engagement, such as likes, shares, and comments, to see how your content is resonating with your audience.

Set up custom goals in Google Analytics 4 to track conversions, such as sales, leads, or sign-ups. This allows you to measure the direct impact of your earned media campaigns on your bottom line. Use UTM parameters to track the source of your traffic so you can attribute conversions to specific campaigns.

5.3 Analyzing Sales Conversions

Analyze your sales conversions to see how your earned media campaigns are impacting your revenue. Are people who are exposed to your earned media coverage more likely to buy your products or services? Are they spending more money? This information can help you optimize your campaigns and maximize your ROI.

Use customer relationship management (CRM) software to track your sales conversions. Integrate your CRM with your marketing automation platform to track the entire customer journey, from initial exposure to purchase. This allows you to see which earned media campaigns are most effective at driving sales.

Expected Outcome: A clear understanding of the impact of your earned media efforts on your brand awareness, website traffic, social media engagement, and sales conversions, enabling you to optimize your campaigns and maximize your ROI.

Step 6: Refining Your Strategy

Based on your results, refine your earned media strategy. What’s working? What’s not? Adjust your tactics accordingly to maximize your impact.

6.1 Identifying What’s Working

Analyze your data to identify the earned media tactics that are generating the best results. Are press releases driving traffic to your website? Is social media engagement leading to sales conversions? Focus on the tactics that are working and scale them up.

Look for patterns in your data. Are there certain types of content that are particularly effective at generating earned media coverage? Are there certain influencers who are driving a lot of traffic to your website? Double down on what’s working and eliminate what’s not.

6.2 Addressing What’s Not Working

Identify the earned media tactics that are not generating the desired results. Are you not getting any traction with your press releases? Is your social media engagement declining? Figure out why these tactics aren’t working and make adjustments.

Be honest with yourself about what’s not working. Don’t be afraid to experiment with new tactics or to abandon tactics that are not generating results. The earned media landscape is constantly evolving, so you need to be flexible and adaptable.

6.3 Adapting to Changes in the Media Landscape

The media landscape is constantly changing. New social media platforms emerge, algorithms change, and consumer preferences shift. Stay up-to-date on the latest trends and adapt your earned media strategy accordingly. What worked last year might not work this year. A Nielsen report highlights the fragmentation of media consumption; are you reaching your audience where they actually are?

Read industry blogs, attend conferences, and network with other marketing professionals to stay informed about the latest trends. Be willing to experiment with new tactics and to adapt your strategy as needed. The key to success in earned media is to be agile and responsive.

Expected Outcome: A refined earned media strategy that is optimized for maximum impact and that is constantly evolving to adapt to changes in the media landscape.

Step 7: Leveraging User-Generated Content

Encourage your customers to create content about your brand. User-generated content (UGC) is incredibly valuable because it’s authentic and trustworthy. It can also be a great source of earned media coverage.

7.1 Running Contests and Giveaways

Run contests and giveaways that encourage your customers to create content about your brand. For example, you could ask them to submit photos or videos of themselves using your products. This can generate a lot of buzz and excitement, and it can also provide you with a wealth of user-generated content.

Make sure your contests and giveaways are well-organized and easy to enter. Promote them heavily on social media and through your email list. Offer attractive prizes that will motivate people to participate.

7.2 Featuring Customer Testimonials

Feature customer testimonials on your website and social media channels. Testimonials are a powerful form of social proof, and they can help to build trust and credibility. Ask your customers if you can use their testimonials in your marketing materials.

Select testimonials that are authentic and compelling. Focus on the benefits that your customers have experienced as a result of using your products or services. Include photos or videos of your customers if possible.

7.3 Encouraging Reviews

Encourage your customers to leave reviews on sites like Google Business Profile, Yelp, and TripAdvisor. Online reviews can have a significant impact on your brand’s reputation and can influence purchasing decisions. Make it easy for your customers to leave reviews by providing them with direct links to your review pages.

Respond to reviews promptly and professionally. Thank customers for their positive reviews and address any negative feedback constructively. Use reviews as an opportunity to improve your products and services.

Expected Outcome: A wealth of authentic and trustworthy user-generated content that can be used to generate earned media coverage and build brand loyalty.

Step 8: Building a Strong Online Presence

A strong online presence is essential for generating earned media coverage. Make sure your website is well-designed and easy to navigate. Create high-quality content that is informative, engaging, and shareable. Be active on social media and engage with your followers.

To ensure your brand is visible, you need to nail media visibility.

8.1 Optimizing Your Website for Search Engines

Optimize your website for search engines so that it ranks highly in search results. This will make it easier for people to find your website and learn about your brand. Use relevant keywords in your website content, meta descriptions, and title tags.

Build high-quality backlinks to your website from other reputable websites. This will improve your website’s authority and ranking in search results. Submit your website to relevant directories and industry websites.

8.2 Creating High-Quality Content

Create high-quality content that is informative, engaging, and shareable. This will attract visitors to your website and encourage them to share your content with their networks. Focus on creating content that is relevant to your target audience and that provides value.

Use a variety of content formats, such as blog posts, articles, infographics, videos, and podcasts. Promote your content on social media and through your email list.

8.3 Engaging on Social Media

Be active on social media and engage with your followers. Respond to comments, answer questions, and participate in relevant discussions. This will help you build relationships with your followers and create a loyal community.

Post regularly on social media and use a variety of content formats, such as images, videos, and links. Use relevant hashtags to reach a wider audience. Run contests and giveaways to encourage engagement.

Expected Outcome: A strong online presence that attracts visitors to your website, generates leads, and builds brand awareness.

Step 9: Hosting Events and Workshops

Hosting events and workshops can be a great way to generate earned media coverage and build relationships with your community. Invite journalists and influencers to your events and provide them with exclusive access. Offer valuable content and networking opportunities.

9.1 Planning Engaging Events

Plan events that are engaging and relevant to your target audience. Choose a venue that is appropriate for your event and that is easily accessible. Promote your event heavily on social media and through your email list.

Offer valuable content and networking opportunities. Invite speakers who are experts in their field. Provide attendees with opportunities to learn new skills and connect with other professionals.

9.2 Inviting Journalists and Influencers

Invite journalists and influencers to your events and provide them with exclusive access. This can lead to positive earned media coverage and increased brand awareness. Send them personalized invitations and offer them VIP treatment.

Provide journalists and influencers with access to speakers, attendees, and behind-the-scenes content. Offer them opportunities to interview key personnel and to take photos and videos. Make it easy for them to cover your event.

9.3 Following Up After the Event

Follow up with attendees after the event to thank them for their participation. Send them a survey to gather feedback and to identify areas for improvement. Share photos and videos from the event on social media.

Follow up with journalists and influencers to thank them for their coverage. Provide them with additional information or resources if needed. Build relationships with them and invite them to future events.

Expected Outcome: Positive earned media coverage and increased brand awareness as a result of hosting successful events and workshops.

Step 10: Measuring ROI and Reporting

Calculate the ROI of your earned media efforts to demonstrate the value of your work. Track your brand mentions, website traffic, social media engagement, and sales conversions. Compare your results to your goals and objectives.

Before diving into ROI, ensure you avoid campaign amplification sabotage.

10.1 Calculating the Value of Earned Media

Calculate the value of your earned media coverage by comparing it to the cost of paid advertising. How much would it have cost to achieve the same level of reach and engagement through paid channels? This will give you a sense of the ROI of your earned media efforts.

Use industry benchmarks and data to estimate the value of your earned media coverage. For example, you can use the average cost-per-click (CPC) for your industry to estimate the value of the traffic that you’re driving to your website through earned media.

10.2 Creating Reports

Create reports that summarize your earned media efforts and their impact on your business. Share these reports with your team, your clients, and your stakeholders. Use visuals, such as charts and graphs, to make your reports easy to understand.

Highlight your successes and identify areas for improvement. Use data to support your conclusions and recommendations. Be transparent about your methodology and your assumptions.

10.3 Presenting Findings and Recommendations

Present your findings and recommendations to your team, your clients, and your stakeholders. Be clear, concise, and persuasive. Use data to support your arguments and to demonstrate the value of your earned media efforts.

Be prepared to answer questions and to address any concerns. Be confident in your knowledge and your expertise. Be passionate about your work and about the value that you’re providing.

Expected Outcome: A clear understanding of the ROI of your earned media efforts and the ability to communicate that value to your team, your clients, and your stakeholders.

Mastering earned media in 2026 isn’t about luck; it’s about strategy, data, and authentic engagement. By leveraging tools like Brand24 and focusing on crafting compelling narratives, you can amplify your brand’s voice and build lasting relationships with your audience. Now, go earn that media! If you want to amplify your marketing, this is a great way to do it.