Earned media
Earned media is publicity gained through merit, such as news coverage, features, interviews and mentions, not through paid placement. Because an independent editor chooses to cover the story, it tends to carry more credibility than advertising.
In practice
What it means when you are the one making the decision.
Earning coverage requires a story that matters to the outlet's readers: news, a useful expert view, a human angle or data. A press release about a minor update rarely succeeds. Relationships with journalists, built over time, help stories get a fair hearing.
Nobody can guarantee coverage, and an agency that promises it is not being honest. The sensible measures are the quality of the stories pitched, the outlets reached and the effect on enquiries and reputation over months.
Example
A founder offers a regional newspaper a clear explanation of a new local initiative and is quoted in a feature, with no payment involved.
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