Earned Media

It was the best of media. It was the worst of media.

It’s the best because it feels free, even if nothing you earn is free. Earned media’s value comes from publicity spread through media outlets and individuals. Any marketer that has spent time or money on public relations or influencer marketing campaigns has some idea about how much this costs.

Earned media also stems from a brand’s reputation. Sal’s Pizzeria in Mamaroneck, a 40-minute northward train ride from Manhattan, has the best Sicilian slice you’ll ever eat. This mom and pop pizza joint is now the beneficiary of this author’s earned media. It did not hire this author as an influencer (although that would be lovely, even with a barter arrangement), nor has it run any PR campaigns that have reached this author. Instead, it has been consistently serving this author his favorite Italian food for four decades. Now that is how you earn your media.

Even newer businesses that create products and experiences that turn customers into advocates or audiences into fans can reap the same benefits. Those products most likely won’t be as delicious as a Sal’s Sicilian corner slice.