Earned media is the gold standard of brand credibility—it’s the organic buzz that money can’t buy. Unlike paid media, which involves advertising spend, or owned media, which includes your website and social channels, earned media is the exposure you gain through word-of-mouth, press coverage, social shares, and customer reviews. It builds trust, expands reach, and strengthens brand authority. But how do you get it? At Pacific54, we specialize in PR, digital strategy, and content marketing that fuels earned media opportunities. Let’s get your brand noticed—contact us today.

What Is Earned Media?

Earned media strategies for higher education

Earned media is the organic exposure a brand receives through third-party endorsements, including press coverage, social media shares, online reviews, and word-of-mouth recommendations. Unlike paid media, which involves direct advertising spend, or owned media, which includes a brand’s website and content, earned media is driven by public perception and engagement.

Earned media is crucial in building trust and credibility for businesses and institutions looking to reach their target audience. It includes mentions on social media platforms, customer testimonials, and press features—all of which influence potential customers before they even visit your website. Since earned media is often amplified through search engines, it helps businesses gain long-term visibility without the ongoing cost of advertising.

The impact of earned media is especially evident in industries like higher education, where credibility and reputation drive enrollment. In fact, 82% of surveyed higher ed marketers view digital marketing as a core part of their marketing strategy. Leveraging strategies like public relations, influencer partnerships, and user-generated content can significantly enhance brand authority across digital channels.

Why Earned Media Matters for Your Brand

what is earned media in marketing

Earned media is one of the most powerful ways to amplify your brand’s reach without a direct financial investment in advertising. Unlike traditional advertising, which requires continuous spend to maintain visibility, earned media builds long-term credibility by positioning your brand as a trusted authority. When your business is featured in press articles, shared on social media platforms, or reviewed positively by customers, it signals authenticity—something that today’s consumers value more than paid promotions.

While paid tactics like Google Ads can be effective for immediate visibility, they come at a cost. For example, in the education industry, the average mobile click-through rate (CTR) for search ads is 4.45%. That means brands need to maximize their marketing efforts to attract organic attention and drive engagement beyond paid clicks.

Earned media also helps brands reach a wider audience by leveraging third-party credibility. Whether through online publications, customer testimonials, or influencer partnerships, these organic endorsements create trust and influence potential buyers more effectively than direct advertising. When your brand earns attention naturally, it strengthens reputation, boosts SEO, and fuels long-term success—all without the continuous spend required by paid media.

Types of Earned Media: PR, Social Buzz & More

Examples of earned media in marketing

Earned media comes in many forms, all of which can drive organic traffic and boost search engine rankings without the recurring costs of paid advertising. From press mentions to viral social shares, these organic endorsements help brands gain visibility and credibility. Here are some of the most impactful types of earned media:

  • Press Coverage & PR Mentions – Getting featured in reputable industry publications or news outlets strengthens brand authority and expands your reach. A well-executed PR strategy can generate ongoing visibility and position your brand as a thought leader.
  • Social Buzz & Shares – Word-of-mouth marketing thrives on social networks, where users engage with content by liking, commenting, and sharing. Whether it’s a trending post or a viral customer testimonial, organic social media engagement boosts brand awareness far beyond what social media ads can achieve alone.
  • Influencer & UGC (User-Generated Content) – Influencers and brand advocates create informative content that naturally integrates your products or services. This not only builds trust but also attracts highly engaged audiences.
  • Email & Personalized Engagement – While often seen as owned media, email can contribute to earned media when customers share content or forward campaigns. Personalization plays a huge role—89% of prospective students appreciate when their names are utilized in promotional material, according to Modern Campus. Leveraging email engagement for social sharing opportunities can amplify organic reach.

Earned media is all about authenticity. By encouraging customer advocacy, fostering social engagement, and generating PR-worthy moments, businesses can maximize exposure and long-term brand growth without heavy ad spend.

How to Earn Media Coverage: Strategies That Work

what is earned media coverage

Getting your brand noticed organically requires a strong content strategy that encourages engagement and third-party validation. Earned media doesn’t happen by chance—it’s the result of consistent efforts to create shareable content, build relationships, and position your brand as a trusted authority. Here are some proven strategies to earn media coverage:

  • Develop Newsworthy & Shareable Content
    Journalists, bloggers, and influencers are always looking for compelling stories. Whether it’s an industry report, a unique case study, or thought leadership insights, crafting shareable content that provides value increases the likelihood of media mentions and backlinks.
  • Leverage Social Media Presence
    A strong social media presence helps amplify your brand and attract media attention. Engaging social media content, including video testimonials, expert insights, and behind-the-scenes features, encourages organic shares and brand advocacy, making your brand more visible to journalists and influencers.
  • Engage with Journalists & Industry Influencers
    Building relationships with journalists and industry leaders is key to earning press coverage. Respond to relevant media inquiries, pitch story ideas that align with current trends, and offer expert opinions to establish credibility.
  • Optimize for Search & Direct Traffic
    Earned media contributes to direct traffic and search engine rankings by generating backlinks from high-authority sites. Make sure your brand is positioned as a go-to resource by optimizing content for discoverability and ensuring media outlets can easily cite your insights.
  • Encourage User-Generated Content & Reviews
    Customers are one of your biggest marketing assets. Encourage reviews, testimonials, and social shares to amplify brand awareness organically.

The higher education sector is a prime example of how earned media contributes to market growth. In terms of revenue, North America accounted for 29.9% of the global higher education market in 2023. Institutions that leverage strong PR, SEO, and digital engagement continue to dominate in visibility and credibility.

The Role of SEO in Earned Media

what is earned media examples

SEO and earned media go hand in hand—without strong search visibility, even the best press coverage and social proof can get lost in the noise. When your brand appears in organic search results through reputable backlinks, media mentions, and strategic content placement, it strengthens credibility and drives organic traffic.

Here’s how SEO fuels earned media success:

  • Backlinks Boost Authority
    When media outlets, content creators, and industry blogs link to your site, search engines view your brand as a trusted source. These backlinks improve domain authority, making it easier for your content to rank higher in search results.
  • Content Fuels Earned Media
    High-quality blog posts, case studies, and research reports act as media magnets. Journalists and influencers are more likely to reference well-researched content, increasing the chances of organic media coverage.
  • Social Proof Enhances Click-Through Rates
    Social proof, such as customer reviews, influencer mentions, and social media shares, signals credibility to both users and search engines. Positive brand perception can lead to more organic searches and higher engagement with your content.

SEO-Optimized Content Increases Discoverability
Well-optimized web pages, press releases, and blog posts ensure that earned media opportunities translate into sustained visibility. If your brand is consistently ranking for relevant terms, more journalists, industry experts, and potential customers will find and share your content.

Measuring Earned Media Impact

what is earned media attribution

Understanding the value of earned media is crucial to refining your digital marketing strategy and maximizing its benefits. Since earned media isn’t directly paid for, its success is measured through engagement, reach, and long-term brand impact rather than immediate conversions.

Here’s how to assess its effectiveness:

  • Brand Mentions & Sentiment Analysis
    Tracking where and how your brand is mentioned across news outlets, blogs, and social media gives insight into public perception. Positive press and high engagement indicate that your brand is delivering positive experiences that resonate with audiences.
  • Referral Traffic & Lead Generation
    Earned media often drives high-intent visitors to your website. Analyzing referral traffic from articles, influencer mentions, and social shares helps determine which sources bring the most valuable audience.

Email Marketing Engagement
Earned media doesn’t stop at a single piece of content—it can also impact your email marketing efforts. If a press mention or viral customer testimonial leads to an increase in email sign-ups or higher engagement rates, that’s a sign your audience sees value in your brand.

Earned Media: The Key to Lasting Brand Growth

How SEO boosts earned media

Earned media is more than just free publicity—it’s a powerful driver of trust, authority, and long-term visibility. Unlike paid promotions, it builds credibility through organic engagement, customer advocacy, and third-party validation. By leveraging PR, SEO, social media content, and strategic outreach, brands can generate meaningful exposure that fuels sustainable growth.

Tracking its impact through brand mentions, referral traffic, and customer loyalty ensures that your efforts are making a real difference. But to truly maximize earned media, you need a smart, data-driven approach.

At Pacific54, we specialize in digital PR, content strategy, and SEO solutions that turn organic buzz into measurable results. Let’s get your brand noticed—contact us today to amplify your earned media strategy.

P54 Team