{"id":118105,"date":"2026-11-12T15:11:36","date_gmt":"2026-11-12T15:11:36","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/earned-media\/"},"modified":"2026-11-12T15:11:39","modified_gmt":"2026-11-12T15:11:39","slug":"earned-media","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/earned-media\/","title":{"rendered":"Earned media"},"content":{"rendered":"\n

Earned media is the visibility a company gets thanks to others, without paying for it: press articles, reviews, social media mentions, recommendations or citations in AI answers.<\/p>\n\n

It is also known as earned publicity<\/strong>. It is part of the owned, paid and earned media<\/a> model: what you own, what you pay for and what you earn.<\/p>\n\n

It is the hardest of the three to get. And also the one that builds the most trust.<\/p>\n\n

What is earned media?<\/h2>\n\n

It is every time others talk about your brand of their own accord<\/strong>.<\/p>\n\n

A journalist who quotes you, a customer who leaves five stars or a creator who recommends your product without being paid (if they are paid, it is paid influencer marketing<\/a>).<\/p>\n\n

Its value lies in trust. People believe a third party more than a digital advertising<\/a> ad.<\/p>\n\n

That is why a single mention in the right outlet can carry more weight than an entire campaign.<\/p>\n\n

The downside is that you don’t control it<\/strong>. You don’t decide when it comes, what is said or where it appears. All you can do is create the conditions for it to happen.<\/p>\n\n

Examples of earned media<\/h2>\n\n

These are the most common types of earned media, with an example of each:<\/p>\n\n

Type<\/th>Example<\/th><\/tr><\/thead>
Press and media<\/td>A local newspaper runs a story on your store after receiving your press release<\/a><\/td><\/tr>
Reviews<\/td>Ratings on your Google Business Profile<\/a> or on Trustpilot<\/td><\/tr>
Social media mentions<\/td>Customers who post photos with your product (user-generated content<\/a>)<\/td><\/tr>
Recommendations<\/td>A customer’s word of mouth<\/a> to a friend, or a referral<\/a> program<\/td><\/tr>
Links<\/td>An industry blog links to your guide (backlinks<\/a>)<\/td><\/tr>
AI citations<\/td>ChatGPT, Gemini or Google’s AI summaries name you as a source or as a recommended option<\/td><\/tr>
Awards and rankings<\/td>You appear in a “best tools” list put together by an independent outlet<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

AI citations are the newest form of earned media. Working on your content so that AI mentions you is known as AEO, or answer engine optimization<\/a>.<\/p>\n\n

\"6<\/figure>\n\n

How to get earned media<\/h2>\n\n

No one can buy an earned mention, but you can work to deserve it. These six approaches work for businesses of any size.<\/p>\n\n

Publish something worth citing<\/h3>\n\n

Your own data, a simple study, a useful guide or a clear opinion. Journalists and AI tools cite those who offer something that isn’t found in other sources.<\/strong><\/p>\n\n

Good content marketing<\/a> is the foundation of almost every mention that comes without you seeking it.<\/p>\n\n

Nurture your relationships with journalists and creators<\/h3>\n\n

Public relations<\/a> is about offering stories that interest their audience, not sending out press releases in bulk.<\/p>\n\n

Ask for reviews at the right moment<\/h3>\n\n

The best moment is right after a good experience. An automated email a few days after the purchase<\/strong>, with a direct link to leave a rating, multiplies your reviews with no manual effort.<\/p>\n\n

You can set it up with an email marketing automation<\/a> that is triggered after each order.<\/p>\n\n

Make it easy to recommend you<\/h3>\n\n

A referral program with a benefit for both the person who recommends and the person who signs up turns satisfied customers into an acquisition channel.<\/p>\n\n

Respond to mentions<\/h3>\n\n

Thanking people, answering questions and sharing what your customers post encourages them to do it more.<\/p>\n\n

And if criticism comes your way, responding well also helps<\/strong>: others see how you handle it.<\/p>\n\n

Show up where AI looks for answers<\/h3>\n\n

AI assistants summarize what they find on websites, forums and media outlets. Answer the questions your customers ask clearly on your website<\/strong>, and try to get other sites in your industry to mention you. That increases the chances of being named when someone asks about your category.<\/p>\n\n

How to measure earned media<\/h2>\n\n

Measuring what you earn is harder than measuring ads. These indicators help:<\/p>\n\n