What does "earned media" refer to in public relations?

"Earned media" refers specifically to publicity gained through promotional efforts that do not involve direct payment for placement. This can include media coverage, press mentions, interviews, and other forms of visibility that arise organically due to the company's activities, achievements, or newsworthiness. In public relations, this type of publicity is highly valued because it is perceived as more credible and genuine compared to paid advertising. When a company earns media attention by sharing interesting stories, forming relationships with journalists, or participating in community events, they are able to enhance their brand reputation and reach wider audiences without incurring costs that come with advertising.

While paid advertising, content published on a company's own website, and social media posts made by employees are important components of a comprehensive public relations strategy, these do not fall under the definition of earned media. Paid advertising is a direct purchase of space or time, website content is controlled by the organization and not independent, and social media posts by employees may not necessarily translate to external media coverage or public recognition without an earned media angle. Thus, the correct answer accurately identifies earned media as an essential aspect of public relations that reflects third-party endorsement and recognition.