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We are a public relations firm reimagined for the AI era – combining earned media, generative engine optimization (GEO), and AI-driven audience intelligence to put brands in front of buyers wherever they search, scroll, or ask. We source real behavior data from billions of people around the globe. Household-name brands use Tubular to track consumer brand perception, build data-backed influencer marketing strategies, and optimize owned and earned campaigns. "Forward-looking businesses will understand that investment in PR will have a long-term benefit in AI visibility," he told TechNewsWorld.

Measuring the impact of earned media is crucial for evaluating the effectiveness of your publicity efforts and understanding how they contribute to your overall marketing objectives. Events such as product launches, pop-up shops, influencer meet-and-greets, or charity initiatives can attract media attention and social media buzz. Positive reviews, testimonials, and media coverage validate the brand's credibility, quality, and value proposition in the eyes of consumers.

"An era before brands figured out how to game Google through keyword stuffing and structured data tricks and when getting the word out required genuine storytelling and creative outreach," she told TechNewsWorld. Some clients really understand the value of AI, of data, of insights— using a tool like Meltwater to really dive in what is earned media and understand consumer behaviors. She noted that client sophistication varies widely—from brands well-versed in AI-powered search to small businesses simply hoping for a Today Show segment—and that building flexible teams to meet those varying needs is key. In today's digital age, understanding what is earned media is crucial for businesses looking to enhance their marketing strategies.

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"They're not entirely in a brand's control like paid media is," he told TechNewsWorld. "Also, take note that nearly all the AI companies have signed agreements with media companies for access to their news stories," he added. There is increasing evidence that LLMs rely on earned media when producing their answers, noted Chris Ferris, SVP of digital strategy at Pierpont Communications, a public relations agency in Houston. "That means brands can no longer rely solely on paid placements to get in front of audiences," she continued.

PRWeek spoke with von Mueffling after the festival to discuss how the campaign came together and what she hopes people will remember as Giuffre’s legacy. A lot of the time, people don't believe that’s the case,” von Mueffling said of the work, describing Giuffre as “extraordinary.” The year-long effort, dubbed The Legacy of Virginia Giuffre, was awarded a Titanium Lion and a Bronze Lion in the PR category during last week’s festival in the South of France. Revenues are likely to approach $10 billion for the next four years thanks to a new financial strategy for women’s soccer and the expanded 2026 World Cup in the United States, Canada and Mexico.

This type differs from paid media and owned media as it relies on customer reviews, media mentions, and social media shares rather than financial investment. Newsjacking involves inserting your company into trending conversations—whether it’s new regulations, market shifts or breaking news. Secure placement in credible industry awards or editorially driven “top company” lists, which often lead to secondary coverage.

• With all those benefits, it’s no surprise everyone seems to be getting in on the earned media game.
• The most effective earned media campaigns are rooted in a clear understanding of what you want to be known for and who needs to know it.
• Even if you're not in this club (like most of us), there are still a lot of people willing to share your story.
• Is your company mentioned in the headline or featured as a bullet?

Through diligent efforts and strategic planning, brands can harness the power of earned media to achieve long-term marketing success. It offers brands a way to organically influence customer behavior, gain credibility, and achieve substantial brand success without traditional advertising. These earned media examples demonstrate how a brand can gain valuable exposure without direct financial investment. Earned media is a term that describes the exposure and attention a brand receives through promotional efforts that are not paid for directly. By effectively engaging audiences and building relationships with influencers, brands can harness earned media for long-t Unlike paid advertising, which requires a financial investment for visibility, earned media organizes media coverage through positive press mentions, shares, and customer reviews.

Recognizing various types of earned media can help you understand what strategies might work best for your brand. So your measurement might be a combination of profiles on your founders, business stories on funding rounds and reviews of your product in trade publications. Your focus will likely be the quality of the story in trade publications rather than reaching the general public. You should build your key performance indicators around product roundups, gift guides and innovation stories.

Third-party reviewers can offer their unbiased opinion about a product, and people can share their honest thoughts about a company or product on social media. Since brands can’t control the message, it’s seen as more trustworthy by consumers. In 2019, when Parachute launched its new wool mattress, the company opted for earned media over paid media. With all those benefits, it’s no surprise everyone seems to be getting in on the earned media game.

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The value of stories you prepare for earned media purposes is the very foundation of your PR success. And yet, put that in a different context (with sensitive personal or business data), and it won't catch on. The Spotify Wrapped campaign even got a Webby Award nomination in the "Best Use of Earned Media" category (in 2023). When you find an equivalent for your brand and industry, it'll make the news — even if on a smaller scale. This Red Bull example is enormous, yet it stays in line with the company's vision to break human limitations.

Then, guests stepped into what was the couples’ “Secret Garden, the two people both said. Giving a chance to other channels to bid for and we just extend with FOX for the same amount of money.” “Potentially we are losing money and we are making less money because we are not running an open process in the U.S. market.

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PESO adds Shared media as a distinct category, recognising that social engagement behaves differently from owned and earned. President Trump was asked about the acronym “TACO,” which stands for "Trump always chickens out” – a jab coined by financial analysts. "Six months ago, this country was stone cold dead. We had a dead country. We had a country that people didn't think it was going survive," Trump said. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. The toll that it’s taken on them cannot be underestimated.