Earned media refers to publicity gained through editorial coverage rather than paid advertising. When a journalist writes an article about your company, a blogger reviews your product, or a news outlet picks up your press release, that is earned media.
It is considered more credible than paid media because a third party has independently decided your story is worth covering. Earned media is the primary output of press release distribution and PR work.
Earned vs paid vs owned
- Earned: coverage you did not pay for, comes from journalists, bloggers, podcasters
- Paid: ads, sponsored content, boosted posts
- Owned: your own website, newsroom, blog, social profiles
A strong communications strategy uses all three channels in tandem, with earned media providing credibility signals that amplify owned and paid efforts.
Related terms
- Press Release - A formal written statement distributed to media outlets to announce something newsworthy about a company or organization.
- Media Relations - The practice of building and maintaining relationships with journalists and media professionals.
- Pitch - A short, personalized message sent to a journalist to propose a story idea.
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