key term - Earned Media

Definition

Earned media refers to publicity or media coverage that is gained through promotional efforts, rather than paid advertising. It is media exposure that a brand or organization earns through its own public relations, marketing, and content creation strategies, as opposed to purchasing advertising space.

5 Must Know Facts For Your Next Test

1. Earned media is considered more credible and trustworthy than paid advertising, as it is perceived as independent and unbiased.
2. Effective earned media strategies can help a brand or organization reach a wider audience, increase brand awareness, and build trust and credibility.
3. Earning media coverage often requires a strategic approach, such as developing compelling story ideas, building relationships with journalists, and creating shareable content.
4. Earned media can take various forms, including news articles, blog posts, social media mentions, and influencer endorsements.
5. Measuring the impact of earned media can be more challenging than tracking paid media, as it often involves tracking metrics like reach, engagement, and sentiment.

Review Questions

• Explain how earned media differs from paid media in the context of political campaigns and elections.
  • In the context of political campaigns and elections, earned media refers to the free publicity and coverage that a candidate or campaign receives from news outlets and media sources, without having to pay for advertising. This type of media exposure is often seen as more credible and influential than paid political ads, as it is perceived as independent and unbiased. Candidates and campaigns can earn media coverage through effective public relations and content creation strategies, such as holding press conferences, issuing press releases, and generating compelling news stories. In contrast, paid media in political campaigns involves the purchase of advertising space, such as TV commercials, digital ads, and mailers, which allows the campaign to control the message and reach. The strategic use of both earned and paid media is crucial for political candidates to reach and persuade voters.
• Analyze how the rise of social media has impacted the role of earned media in political campaigns and elections.
  • The rise of social media has significantly transformed the role of earned media in political campaigns and elections. Social media platforms have become a powerful tool for candidates and campaigns to generate and amplify earned media coverage. Through strategic social media engagement, such as sharing news articles, creating viral content, and leveraging influencers, campaigns can earn media exposure and reach a wider audience without having to pay for advertising. Additionally, social media has empowered citizens and voters to become active participants in the political discourse, sharing and engaging with campaign-related content, and potentially influencing the media narrative. This has led to a more decentralized and interactive media landscape, where earned media can spread rapidly and organically, often outpacing the impact of traditional paid media. As a result, the strategic use of earned media through social media has become a critical component of modern political campaigns, allowing candidates to build momentum, generate buzz, and connect with voters in a more authentic and cost-effective manner.
• Evaluate the potential benefits and challenges of relying heavily on earned media in political campaigns and elections, particularly in comparison to a balanced media strategy that incorporates both earned and paid media.
  • While relying heavily on earned media can offer significant benefits for political campaigns and elections, such as increased credibility, cost-effectiveness, and the potential for viral reach, it also presents some challenges. Earned media can be unpredictable and difficult to control, as it is ultimately dependent on the decisions and priorities of media outlets and the broader public. Campaigns that focus too heavily on earned media may risk losing control of their messaging and narrative, as they are at the mercy of external factors. Additionally, earned media may not always reach the specific target audiences or demographics that a campaign is trying to engage. In contrast, a balanced media strategy that incorporates both earned and paid media can provide a more comprehensive and effective approach. Paid media allows campaigns to precisely target and reach their desired audiences, while earned media can enhance the credibility and authenticity of the campaign's messaging. By strategically integrating these two media types, political candidates and campaigns can maximize their reach, influence, and impact on voters, ultimately improving their chances of success in elections.

Related terms

Paid Media: Paid media refers to any type of advertising or promotional content that a brand or organization pays for, such as online ads, TV commercials, or sponsored social media posts.

Owned Media: Owned media includes the digital and physical assets that a brand or organization controls, such as its website, social media channels, and email lists, which it can use to create and distribute its own content.

Media Mix: The media mix is the combination of different media channels and formats used in a marketing or advertising campaign, including paid, owned, and earned media.