It has never been easier to publish. With a few clicks, anyone can push a story into the world through social media. For many organizations, that ease creates a temptation to lean heavily on owned or shared channels, like a company LinkedIn page, a Twitter/X feed, or even an Instagram account, as their main voice. Add a layer of paid promotion and the story seems covered.
But here’s the problem: audiences are savvy, and they know when a story comes directly from you. They also know when they are being advertised to. What still cuts through the noise, and builds lasting credibility, is earned media.
In today’s TikTok world, earned media may seem old-fashioned. In reality, it’s more important than ever.
The four pillars of modern communications
Strong communications strategies rest on four interdependent pillars:
- Owned: the content you create and control, such as your website, blog, newsletters, and podcasts.
- Shared: the content your community distributes through social media, forums, and peer-to-peer networks.
- Earned: coverage and commentary from independent voices, including journalists, columnists, op-eds, influencer mentions, and reviews.
- Paid: advertising, sponsorships, and boosted placements that help extend reach.
Each has its own role, and none can stand alone. Leave one out, and your strategy becomes less effective. Together, they reinforce each other, creating visibility, trust, and engagement.
National media coverage
Recently, one of my clients, a large healthcare organization, invested in proactive media outreach to support a major community initiative. The effort paid off with a long, feature-style article in one of the nation’s most prominent news outlets.
The coverage was powerful for several reasons:
- It quoted multiple expert voices from across the organization, demonstrating depth of expertise.
- It framed the initiative as innovative and nationally relevant.
- It carried an overwhelmingly positive tone, highlighting community benefits and forward-looking leadership.
Within days, the story inspired a supportive op-ed written by an independent thought leader. That’s the power of earned media. It doesn’t just land once. In addition to it’s long tail benefits, it sparks conversation, builds momentum, and invites others to amplify your message in their own words.
Another client, a national professional association, provides a different example. By carefully planning timing and placement, we secured an op-ed in a leading policy-focused publication.
The piece appeared just as Parliament returned from its summer recess, ensuring relevance and visibility among decision-makers. To strengthen its impact, the association amplified the op-ed across social channels, extending its reach beyond the publication’s readership.
The lesson is clear. When earned media is strategically placed and actively amplified, it becomes more than a story. It becomes a tool for influence, directly reaching the people who matter most.
Why does earned media still matter in 2025?
First, trust trumps noise. In an environment saturated with ads and self-promotion, people remain skeptical of messages that come straight from companies or campaigns.
Second, independent validation carries weight. When a journalist, commentator, or third-party outlet shares your story, it signals that the message is credible enough to stand on its own.
The numbers back this up. According to a 2025 industry data roundup, 67 percent of buyers say that earned media increases brand credibility and makes them more likely to consider a brand. Additionally, 81 percent of consumers say they research a brand further after reading editorial or third-party coverage.
Finally, earned media amplifies itself. A well-placed article doesn’t just reach the publication’s readers. It gets shared organically by audiences, employees, stakeholders, and other supporters. It gets amplified on brand social media profiles and can even be extended further with a small paid push. Each layer of amplification increases visibility while keeping the story rooted in third-party credibility.
Technology will keep changing. Platforms will rise and fall. Algorithms will shift. But the fundamentals of influence remain the same. Relationships matter. Credibility matters. Storytelling matters.
Earned media delivers all three. It complements owned, shared, and paid tactics, but it also brings something unique: trust and momentum that you simply cannot buy.
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