Earned & Paid Media
What Is
Earned Media?
Earned media refers to publicity you don’t pay for—coverage that happens organically because writers, reporters, analysts, or influencers find the company genuinely interesting or newsworthy. This type of media is “earned” through strong storytelling, compelling milestones, and proactive outreach that sparks authentic interest from journalists or content creators. Examples include articles written by independent reporters, organic social mentions, podcast discussions, industry roundups, or analyst commentary. Earned media is highly valuable because it carries a greater sense of credibility and trust, as the coverage is not sponsored.
What Is
Paid Media?
Paid media is exposure that a company purchases to promote its message across various platforms. This includes sponsored posts, paid articles, influencer promotions, banner ads, newsletter placements, boosted social posts, and any content where the company pays to guarantee placement. Paid media gives companies full control over the message, timing, and distribution, making it a reliable way to expand reach, drive awareness, and ensure visibility—especially when organic media is limited.
Different Types of Paid Media
Full-Feature Articles
These are long-form, dedicated pieces focused entirely on the company. They provide a complete breakdown of the business, its mission, products, strategy, and recent milestones—similar to a deep-dive profile. Full features allow companies to shape the narrative and communicate key messages in detail.
Mentions
Mentions are short, one-paragraph inclusions within a larger article or newsletter that covers multiple companies or industry topics. They offer lighter exposure while still placing the company in front of the right audience. Mentions are ideal for consistent visibility without the need for a full standalone feature.
Sponsored Posts & Placements
These include paid social media posts, platform boosts, or promoted updates that ensure content reaches a broader or more targeted audience. Companies typically use this format to amplify news, highlight milestones, or drive traffic to investor or product pages.
Examples from Our Network
