In the context of media strategies, what does the term "earned media" refer to?

The term "earned media" refers to coverage gained through promotional efforts, which can include public relations activities, social media outreach, and various engagement strategies that lead to media attention without direct payment. This is in stark contrast to "paid media," where an organization pays for advertising space in publications or broadcasts.

Earned media is considered highly valuable because it typically comes with an element of third-party endorsement. When a media outlet covers a story due to successful promotion efforts, it often enhances the credibility of the information being shared. Unlike paid advertisements, which are directly controlled and can sometimes be viewed skeptically by the audience, earned media is seen as more organic and trustworthy.

This concept shows how effective public relations and relationship-building in the community and with reporters can lead to positive media coverage that supports an organization's goals or messages.