Why is earned media considered significant in public relations?

Earned media is significant in public relations primarily because it enhances credibility and is cost-effective. When a brand receives media coverage through news stories, features, or mentions that are not directly paid for, the information tends to be viewed as more trustworthy by the audience. This is because earned media comes from third-party sources, typically journalists or influencers, who are seen as independent from the brand itself.

Moreover, earned media does not require the financial resources that paid media demands. Companies can achieve visibility and influence without incurring high advertising costs, making it an efficient strategy for many organizations. This type of media can amplify a brand's message and reach broader audiences at little to no cost, further adding to its overall impact in the public relations landscape.

In contrast, options suggesting that earned media is always more expensive than paid media or that it guarantees coverage in major news outlets misrepresent its nature. Additionally, while earned media can foster customer interaction, that aspect does not capture the primary strength of credibility and cost-effectiveness, which is central to why it is highly valued in public relations practices.