Earned media is publicity or exposure gained from methods other than paid advertising. It is content relating to a person or organization that is published by a third party without any form of payment to the publisher. Earned media includes articles by media outlets, interviews with the person or representatives of the organization, mentions in traditional media, guest appearances on television shows, or an opinion piece in a periodical. Social media mentions, ratings, reviews, and online discussions are also included in this category.

Earned media is not paid for, but is published voluntarily by third parties. It is the equivalent of online word of mouth and is the vehicle that drives traffic, engagement, and sentiment around a brand. Although earned media is not paid for, it is not entirely cost-free. Generating earned media may require hiring staff, creating content, promoting the brand through paid media, or creating programs that will result in earned media.

Earned media is different from owned media and paid media. Owned media is content that a brand creates and controls, such as a company blog or social media account. Paid media is a traditional advertising strategy that involves making a financial investment in return for a guaranteed placement for your brand, such as paid social media ads, billboards, podcast endorsements, or banner ads on a website.

The benefits of earned media include increased brand awareness, credibility, and authority, as well as the ability to foster real, positive connections with customers. Earned media is influential in building a brands reputation, and consumers trust friends and family for recommendations, online review sites, and unpaid social media influencer posts.