Earned media isn't a result of chance—it’s the outcome of consistent efforts to build relationships, provide value, and engage meaningfully. While it may take time, the ROI is often much higher than paid media.
In today’s fast-paced digital world, earned media stands out as one of the most powerful tools for brand credibility and awareness. Unlike paid or owned media, earned media is publicity gained organically through word-of-mouth, mentions in the press, social shares, reviews, or viral content. It’s what others say about your brand, and it holds much more weight than what you say about yourself.
But how do you get people talking? Below are 10 smart strategies to increase your brand’s earned media presence:
The cornerstone of earned media is content that people want to share. Whether it's a blog post, infographic, video, or case study, focus on creating content that adds value, solves a problem, or entertains. High-quality, emotionally resonant content tends to get picked up by other blogs, influencers, and even journalists.
Tip: Include strong visuals and data to make your content more engaging and authoritative.
Influencers have built-in audiences that trust their opinions. Building authentic relationships with influencers in your niche can lead to mentions, shoutouts, or even collaborative content. The key is to offer something of mutual value, not just ask for free promotion.
Pro Tip: Micro-influencers with smaller but more engaged audiences can be more effective than mega-influencers.
Journalists are often looking for expert quotes or insights on trending topics. Position yourself or someone in your organization as a thought leader. Join platforms like HARO (Help A Reporter Out) or Qwoted, where you can respond to journalist queries.
Bonus: Your brand can get mentioned in credible media outlets like Forbes, Entrepreneur, or The Times of India.
Unique, interactive campaigns or contests tend to catch attention—especially if they encourage user participation or reward sharing. When executed well, these can lead to organic shares, hashtags trending, and even media coverage.
Example: A themed photo contest with a branded hashtag can go viral and attract media attention.
Public relations is still alive and well. Get to know journalists who cover your industry. Offer them exclusive insights, data reports, or case studies. When you build trust, they’re more likely to mention your brand or feature you in stories.
Don’t Pitch Spam: Send personalized, newsworthy pitches instead of mass emails.
Online reviews on platforms like Google, Yelp, TripAdvisor, or Amazon are a form of earned media. Encourage satisfied customers to leave reviews. Not only does this boost credibility, but great reviews can also catch the eye of media or industry bloggers.
Pro Tip: Showcase reviews in your marketing channels to further amplify their impact.
Timing matters. Tying your message or campaign to a trending topic, news event, or awareness day can significantly increase your chances of getting covered. This technique, called newsjacking, allows your brand to become part of a larger conversation.
Example: A cybersecurity firm releasing tips on World Password Day gets better media traction than random outreach.
Speaking engagements, webinars, or hosting panels position your brand as a thought leader. These events often get press coverage, social shares, and influencer attention—especially if you bring together prominent voices or deliver valuable insights.
Tip: Always record events and repurpose them for social content, podcasts, or blog summaries.
Your audience can be your best promoters. Encourage customers to share photos, stories, or videos using your product or service. Reposting UGC not only builds community but also earns organic reach and media mentions when done creatively.
Example: A fashion brand reposting customer outfits encourages more people to share their looks, creating a ripple effect.
Use tools like Google Alerts, Mention, or Brand24 to keep track of brand mentions. When someone talks about your brand positively—whether it’s a tweet, blog post, or review—respond, thank them, and share it. This creates a positive feedback loop and increases your brand’s visibility.
Bonus Tip: Turn small mentions into bigger opportunities by engaging further or turning them into stories.
Earned media isn't a result of chance—it’s the outcome of consistent efforts to build relationships, provide value, and engage meaningfully. While it may take time, the ROI is often much higher than paid media. These 10 strategies not only enhance your brand visibility but also build trust, loyalty, and long-term recognition in the marketplace.
In the era of authenticity, what others say about you is more powerful than ever. So focus on making your brand one that people want to talk about—and they will.
