Which of the following best describes the nature of earned media?

Earned media is best described as relying on consumer influence and media relationships because it encompasses publicity gained through promotional efforts rather than direct payment. It arises when a brand earns coverage or attention from media outlets, journalists, or influencers as a result of its actions, initiatives, or newsworthy events. This earned coverage is often more credible and valuable than paid advertising because it is perceived by the audience as an unbiased endorsement.

In contrast, paid media is explicitly purchased, which is why the first option does not apply. Earned media also cannot be expected to always be predictable or favorable, as it depends on how the media and public respond, which makes the third option inaccurate. Lastly, while earned media can certainly occur in traditional channels, it also extensively extends to digital platforms and social media, making the fourth option too restrictive. Thus, option B accurately captures the essence of what earned media entails.