What can be a consequence of relying solely on earned media for publicity?

Relying solely on earned media for publicity leads to unpredictability and variability in media coverage. Earned media is dependent on external journalists, bloggers, and influencers to generate stories and coverage about a brand or organization without direct control over the content or how it is presented. This means the coverage can fluctuate significantly based on various factors such as current events, public interest, and the individual agenda of media outlets or journalists.

For instance, a story may gain traction one day and be completely overlooked the next, leading to inconsistent visibility for the brand. This aspect of unpredictability can affect how messages are conveyed and perceived by the target audience. In contrast, when brands engage in paid media or controlled content, they have more influence over the messaging and when it appears, which isn’t the case with earned media. As a result, businesses that depend solely on earned media might find themselves at the mercy of external perceptions and media dynamics, making their public relations outcomes less reliable.