How to take your brand from “we think we’re great” to “they think we’re great.”

In a media landscape where ads are integrated into nearly every platform and sponsored content has become standard practice, consumers are savvier than ever. They recognise when they’re being marketed to and often disengage when content is labelled as sponsored or advertising.

As a result, earned media has become a crucial tool in building genuine, long-term trust with audiences. With 30% of PR professionals saying that they are relying more on earned media than in previous years, this data reflects its expanding power and influence.

While earned media isn't guaranteed since results rely on your PR agency’s creative prowess and pitching strategies, industry research reveals that consumers are more likely to trust recommendations from people they know as opposed to paid advertisements.  

This same principle applies to earned media. When someone tunes into their favourite radio host or reads a go-to publication, they’re engaging with a source that already holds credibility in their eyes. This is what makes earned media so powerful. Securing coverage in these outlets leverages that built-in trust to position your brand within the spaces your audience already values.

Third-party credibility

When a journalist, podcaster or news outlet shares your story, it carries an implied endorsement. Paid media says, “we think we’re great,” whereas earned media says, “they think we’re great.” That independent validation makes audiences far more likely to believe and remember your message.

In fact, over 60% of consumers consider third-party mentions when making purchase decisions.[1] A well-placed feature provides context, storytelling and depth that advertising simply can’t match, because it feels like information rather than interruption.

A great example of this is when we recently secured a Weekend Today segment for a client. The endorsement of a trusted national platform signalled to viewers that our client’s services were worth paying attention to. The impact was immediate as our client received a surge of enquiries off the back of the segment, showing just how powerful third-party endorsement can be.

Longer lasting, bigger impact, less cost

Paid campaigns stop the moment the budget runs out, but earned media, whether it’s a TV segment, podcast appearance or online article can live on for months or even years, continuing to drive search results.

While PR requires strategy and effort, the value of a single earned hit can be a fraction of the cost of a paid placement, delivering far greater impact. A morning show interview, for example, can reach millions of viewers, be shared across digital platforms and then reshared by others, creating a ripple effect of exposure without any ongoing ad spend.

We’ve seen this effect play out with clients where a single earned media hit has continued to drive website traffic and brand mentions well beyond the campaign period. With the right campaign strategy and a strong team behind it, one great media moment can garner results far beyond launch day.

Build brand authority over time

Consistent media coverage positions your brand as a trusted voice in the industry. The more your experts appear in reputable outlets, the more credibility you earn far beyond what paid advertising can achieve.

In fact, two-thirds (67%) of consumers agree that earned media increases brand credibility and makes them more likely to consider a brand.[1] Each organic mention not only builds recognition and trust but also, increases the likelihood that audiences will view your brand as a reliable authority.

Over time, we have seen how consistent media exposure compounds into real authority. Some of our long-term retained clients, for instance, have become go-to experts in their respective fields simply by showing up in the right outlets consistently. That steady visibility doesn’t just build name recognition; it cements bran authority and opens doors that advertising alone can’t.

This isn’t to say paid media has no place. Advertising is powerful for scale, precise targeting, tracking ROI and speed. But when the goal is trust, earned media leads the way by laying the foundation for credibility. The most effective approach is often a strategic mix using PR to secure high-value coverage and paid campaigns to amplify it delivering both reach and authority. After all, a single credible story can open doors no ad budget can buy.

Ready to kickstart your earned media journey? Let’s get your story out there and in front of the right audiences. Whether it’s pitching to radio, TV, print, digital, or creating scroll-stropping social content, our team knows how to make it happen. Reach out today and let’s start turning your brand into must-read news.