|Earned media: Like!|
Earned media (also known as free media) is a concept referring to the favourable publicity a company gains through promotional efforts other than paid advertising.
One definition of this means making the most of the exposure gained through editorial influence resulting in appearances in newspapers, trade media and online news sources as well as on television and radio.
Alternatively, it could mean generating positive reviews and mentions from your public, on blogs, in social media and on review sites. Ironically, one of the most popular resources for doing so in industrial automation, the feedback on Jim Pinto’s Blogs, has recently closed.
So, it’s another word for what we call used to call PR really. Those of you are old enough to remember seeing Star Wars at the cinema might also use the phrase above the line to mean something very similar.
The great thing about earned media is that it offers the much needed third party reference which can help increase your conversion rates. Potential clients need a testimonial before they decide to sign you up as their preferred supplier. Even more importantly, if you are offering a selection of services to the industry, the endorsement from unbiased media or customer outlets is priceless.
Earned media takes a long time and a lot effort to cultivate and requires continuous input from you. Good quality technical content, balanced copy made available to journalists, bloggers and other stakeholders and frequent social media use are the key ingredients.
Subscribe to Insights into PR and online marketing