The myth of earned media
For years, earned media has been treated like the holy grail of marketing. The ultimate validation. The PR win. The feature story. The glowing write-up you didn’t “pay for.”
It sounds noble. Organic. Deserved.
But here’s the uncomfortable truth: the idea of earned media as some pure, merit-based reward? It’s mostly a myth.
Let’s start with the definition. Earned media traditionally refers to publicity gained through promotional efforts other than paid advertising—press coverage, word of mouth, reviews, shares. In theory, it’s coverage you earn because your story is compelling enough to stand on its own.
In practice? It’s rarely that simple.
Media coverage doesn’t magically happen because something is “worthy.” It happens because someone pitched it. Followed up. Leveraged a relationship. Timed it to a news cycle. Or aligned it with some exiting editorial need.
Content creators are stretched thin. Outlets are under pressure. Algorithms determine what trends. Stories are selected based on audience data, advertiser needs, and headline performance—not just some concept of perceived value.
That doesn’t mean earned media is fake. It means it needs to be strategic.
When a brand lands a feature in a major publication, it’s often the result of:
• Years of relationship building
• Carefully crafted messaging
• Exclusive access or some sense of “insider” status
• Timing aligned to cultural moments
• And wide distribution support after the story goes live
There’s nothing accidental about it.
The Illusion of Authority
Earned media carries a halo effect because it feels independent. “If they wrote about it, it must be good.” That third-party validation creates trust.
But audiences today are more sophisticated. They understand sponsored content. They understand PR. They understand influencer seeding. The lines between earned, owned, and paid media are increasingly blurred.
A glowing review might have started with free swag; a feature story might stem from a pre-existing relationship; a viral post might be amplified behind the scenes.
It’s not manipulation—it’s reality.
Control vs. Credibility
Here’s the real trick: earned media might offer credibility but it limits control.
• You don’t choose the headline.
• You don’t edit the angle.
• You don’t guarantee timing.
For brands obsessed with message precision, that can be uncomfortable. And in many cases, owned media—your website, your email list, your social channels—delivers stronger ROI because you control both narrative and distribution.
So why does earned media still feel so powerful?
Because perception matters. When someone else tells your story, it signals relevance, value, momentum.
But chasing it as the ultimate goal can distract your strategy.
A Simpler View
Earned media shouldn’t be treated as a trophy. It’s a multiplier.
The real asset isn’t the article—it’s the narrative behind it. The distinction of positioning; the community engagement; the product or experience that gives people something worth talking about in the first place.
When those fundamentals are strong, media coverage becomes a the outcome—not the strategy.
In today’s landscape, the brands that win aren’t the ones waiting to be “discovered.” They’re the ones building direct relationships with their audience, investing in owned platforms, and using earned media strategically to extend reach—not define success.
Earned media isn’t a myth because it doesn’t exist, it’s a myth because we’ve romanticized it. And the moment we stop treating it like magic is the moment we start using it like leverage.
