What is Earned Media?

Earned media is publicity that comes from external sources like journalists or influencers, rather than paid promotion. It’s often viewed as more credible because it reflects independent validation.

Synonyms:

• Editorial coverage
• Organic press
• Unpaid media

Why does earned media matter?

Earned media refers to coverage a company receives without paying for placement—articles, interviews, podcast features, and social posts shared by people outside the organization. It’s typically secured through media outreach and clear, compelling storytelling.

This kind of visibility is closely tied to reputation. It shows that others find your story worth sharing, which helps build trust with key audiences.

INK’s role

INK helps clients earn meaningful coverage and connect it back to business goals, whether they’re focused on awareness, reputation, or investor confidence.

Challenges

• Earning coverage when there’s no hard news
• Proving value beyond reach or impressions
• Navigating editorial control and message accuracy