What is one major advantage of earned media over paid media?

One major advantage of earned media is that it can enhance brand reputation at a lower cost. Earned media refers to coverage and visibility gained through public relations efforts, such as press releases, media outreach, and positive reviews, rather than through direct payment for advertising. This type of media is often perceived as more credible and trustworthy by audiences because it comes from third-party sources rather than the brands themselves.

When a brand receives coverage in a news outlet, it can improve public perception and build credibility, which is invaluable for reputation management. Additionally, since earned media does not require payment, the cost associated with achieving it is typically significantly lower than that of paid media campaigns. This allows organizations, especially those with limited budgets, to achieve a broader impact without the financial burden of traditional advertising.

In contrast to this, earned media does not guarantee a specific audience reach, nor does it provide a fixed timeline for results, as outcomes can vary widely based on media interest and public reception. Moreover, earned media offers less control over messaging compared to paid media, where brands can dictate their messaging and presentation.