You may have heard this simple adage from PR 101. But here’s a twist: Advertising is what you say about yourself. PR is what they say about you. Earned media is owning the conversation between.
The concept of earned media is a practice that was born out of the ineffectiveness of traditional media buys. Build it, and it doesn’t necessarily mean they will come. Earned media is rooted in the belief that good content and great ideas will sell themselves. So, sure, we set in motion our brand stories by buying some media, but the real win is earning a place in the cultural conversation.