In an era where every scroll is sponsored and influencers often come with a fee, it’s tempting to believe that attention can be entirely bought.
With the rise of paid content, influencer partnerships, and algorithm-driven reach, some marketers have come to see earned media as unnecessary, even obsolete.
They couldn’t be more wrong.
While paid media undoubtedly plays a vital role in today’s campaigns, earned media remains one of the most powerful, enduring forces in shaping brand perception and building trust. In fact, its value is increasing as audiences grow savvier, and more sceptical about what’s placed before them.
Believe the Hype - If it’s Earned
Earned media, by definition, isn’t bought - it’s awarded. It’s the result of someone independent choosing to tell your story because it’s worth telling. And in a time where trust in media and advertisers are under siege, that kind of third-party validation cuts through like never before.
Unlike paid placements or branded content, editorial coverage carries an implicit endorsement. A profile in a respected publication or a mention on a popular podcast signals credibility, quality, and relevance. It suggests that a brand has not only something to sell - but something to say.
That hype can’t be faked, nor fast-tracked. It’s the product of real-world connection: with culture, with community, with the moment.
Cutting Through the Clutter
Consumers today are bombarded with messaging. From programmatic ads and promoted posts to pop-ups and pre-rolls, the digital space is saturated with noise.
But earned media occupies a different space, one that feels more organic, more serendipitous, and ultimately, more memorable.
That’s because earned media doesn’t just chase clicks. It creates moments.
Moments where a brand becomes part of a story larger than itself, part of the culturalconversation. A thoughtful feature in a national newspaper or a guest speaker on a leading podcast can generate not just visibility, but legitimacy.
For brands in the lifestyle, travel, or luxury sectors where storytelling and aspiration are everything, that kind of exposure isn’t just valuable. It’s essential.
Relationship Over Reach
Too often, marketing can fall into the trap of obsessing over immediate metrics: impressions, clicks, conversions. But brands aren’t built in a week, they’re shaped over months and years by the stories told about them, and the relationships made along the way.
Earned media isn’t transactional. It’s relational. It demands understanding the needs of a journalist, respecting editorial integrity, and crafting a pitch that actually offers value, not just a thinly veiled ad.
That investment pays off. A well-cultivated media relationship can lead to coverage that sparks national attention, inspires social sharing, and endures well beyond a campaign window. In contrast, paid media often vanishes the moment the budget runs out.
The Future Is Hybrid — But the Heart Is Still Earned
Let’s be clear: paid media has its place. It offers reach, control, and speed. It enables testing, targeting, and amplification. But when used in isolation, it risks becoming hollow, a flashy headline with no substance behind it.
The most effective campaigns don’t treat earned and paid as either/or. They integrate them. Paid content can fuel visibility, but earned content makes that visibility meaningful. One gets you seen. The other gets you believed.
In the rush to automate, optimise, and monetise, there’s a danger we lose sight of what makes brands truly influential: authentic connection, trusted storytelling, and cultural relevance. Those things can’t be bought. They must be earned.
And in that sense, earned media isn’t just still relevant - it may be the most important media of all.
