Which strategy is most commonly associated with gaining earned media?

The strategy most commonly associated with gaining earned media is building strong relationships with journalists. This approach is fundamental in public relations because it fosters trust and credibility between PR professionals and the media. When journalists trust a PR practitioner and value their insights or story angles, they are more likely to cover newsworthy events or narratives that the practitioner presents, which is the essence of earned media. Earned media is essentially publicity gained through word-of-mouth, recommendations, or editorial coverage that is not paid for, making relationships with journalists crucial.

In contrast, mass advertising campaigns, social media paid promotions, and direct mailings primarily involve paid strategies to reach audiences. These methods do not rely on establishing relationships or gaining organic coverage from media outlets. While they can bolster a brand's visibility, they do not directly contribute to earned media, which is characterized by organic interest rather than transactional business tactics.