The New Earned Media: Visibility That Builds Trust

The traditional media landscape has changed. Shrinking newsrooms, algorithm fatigue, and audience fragmentation have created a new reality — one where earned media means more than a press hit.

So what is earned media today?

It’s a podcast mention.

It’s a Substack quote.

It’s a TikTok creator referencing your work.

It’s a niche newsletter sharing your story with a highly engaged audience.

Modern earned media is all about building visibility through trust. And it requires a shift in how organizations think:

• Build relationships, not just press lists

• Create content that’s worth amplifying — toolkits, data, insights, short videos

• Pitch to influencers, creators, and thought leaders, not just reporters

• Measure what matters — actions taken, conversations started, community engaged

Earned media today is about showing up in the spaces your audience already trusts. And when integrated with your owned, shared, and paid channels, it becomes a powerful tool for building credibility and driving action.

Want to learn how to make this shift? Join us for our next Impact Lab on May 28 at 11am.