There are three types of exposure available to marketers, namely “owned,” “paid” and “earned.” They are all important to the success of your business, but none is more important than earned media. Earned media is the best exposure you can hope for, and while you do not pay for it, and you cannot control it, you do earn it through your actions. Earned media is a far more trusted form of promotion than any other type of promotion because it is seen as truth.
As you can see, earned media can easily become confused with owned and paid media. But, if you can get it clear in your mind that earned media is information about your business that is created and distributed by third parties, then it’ll be easier to understand. The only exception is the case of information that goes viral.
Knowing this, you can somewhat direct the earned media that happens. You can direct it by providing excellent content that has a chance of going viral. Plus, always offer top-notch products and services that your customers will voluntarily want to talk about you to their friends in multiple formats. Remember - whether the discussion about you is negative or positive, it’s still earned media.
You therefore need to seek to control the story by sending out newsworthy press releases to the right contacts that will take ownership of your story and disseminate it to their audience. Provide excellent customer service, terrific products, second-to-none services and you can have some measure of control over the earned media that is out there about you.
Rich Thurman’s passion is helping small businesses realize their full potential. With twenty years of real world experience in both small and large business, Rich has worked for and with both global industry leaders and small-town family-run storefronts.
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