{"id":19502,"date":"2025-06-19T14:57:42","date_gmt":"2025-06-19T14:57:42","guid":{"rendered":"https:\/\/rcourihay.com\/?p=19502"},"modified":"2026-04-27T14:56:09","modified_gmt":"2026-04-27T14:56:09","slug":"how-to-get-local-media-coverage-that-drives-action-2","status":"publish","type":"post","link":"https:\/\/rcourihay.com\/staging\/how-to-get-local-media-coverage-that-drives-action-2\/","title":{"rendered":"What Is Paid vs Earned Media? A Quick Guide For Brands"},"content":{"rendered":"<h2 style=\"text-align: center\"><strong><img fetchpriority=\"high\" decoding=\"async\" class=\" wp-image-19532 aligncenter\" src=\"https:\/\/rcourihay.com\/wp-content\/uploads\/2025\/06\/Logo-Red-with-Badge-2-1024x1024.png\" alt=\"\" width=\"296\" height=\"296\" srcset=\"https:\/\/rcourihay.com\/staging\/wp-content\/uploads\/2025\/06\/Logo-Red-with-Badge-2-1024x1024.png 1024w, https:\/\/rcourihay.com\/staging\/wp-content\/uploads\/2025\/06\/Logo-Red-with-Badge-2-300x300.png 300w, https:\/\/rcourihay.com\/staging\/wp-content\/uploads\/2025\/06\/Logo-Red-with-Badge-2-150x150.png 150w, https:\/\/rcourihay.com\/staging\/wp-content\/uploads\/2025\/06\/Logo-Red-with-Badge-2-768x768.png 768w, https:\/\/rcourihay.com\/staging\/wp-content\/uploads\/2025\/06\/Logo-Red-with-Badge-2-500x500.png 500w, https:\/\/rcourihay.com\/staging\/wp-content\/uploads\/2025\/06\/Logo-Red-with-Badge-2-1000x1000.png 1000w, https:\/\/rcourihay.com\/staging\/wp-content\/uploads\/2025\/06\/Logo-Red-with-Badge-2.png 1080w\" sizes=\"(max-width: 296px) 100vw, 296px\" \/>What Is Paid vs Earned Media?\u00a0<\/strong><\/h2>\n<p>Does your brand ever seem like it is doing everything right, yet nothing seems to happen? You are not the only one. In the modern saturated content world, being present online is not sufficient; you also need to be visible. That\u2019s where media exposure comes into play. But not all media is the same. Some of it you pay for. Some you earn.<\/p>\n<p>&nbsp;<\/p>\n<p>And knowing the difference? That\u2019s the key to getting real results. This article will talk about paid vs earned media, explain why they are important, and how you can combine these two to grow your brand. Read on to learn more.<\/p>\n<h2><strong>Paid Media vs Earned Media: What\u2019s the Difference?<\/strong><\/h2>\n<p>Let\u2019s start with the basics.<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Paid media<\/strong> is when you pay to promote your message. Think ads, sponsored posts, Google search campaigns, anything where your brand pays to be seen.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Earned media<\/strong> is when your brand gets noticed for free. A journalist writes about your product. A happy customer posts a glowing review. A podcast host mentions your event. That\u2019s earned.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Still a little fuzzy? Here\u2019s a simple way to remember it:<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Paid = you buy attention.<\/strong><\/p>\n<p><strong>Earned = you earn it through value.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Both can get you seen. But they work in very different ways.<\/p>\n<h2><strong>What Counts as Paid Media?<\/strong><\/h2>\n<p>Paid media is usually fast, controlled, and clear. You decide what to say, when to say it, and who sees it.<\/p>\n<p>Common types of paid media include:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Social media ads (<a href=\"https:\/\/www.facebook.com\/\">Facebook<\/a>, <a href=\"https:\/\/www.instagram.com\/\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/rcourihay1\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>)<\/li>\n<li>Google Ads (Search and Display)<\/li>\n<li>Sponsored content or influencer collaborations<\/li>\n<li>Banner ads on websites<\/li>\n<li>Sponsored YouTube videos or podcasts<\/li>\n<li>Promoted tweets or boosted Facebook posts<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Why it works:<\/strong><\/p>\n<ul>\n<li>Instant reach, you turn it on, and boom, you\u2019re visible<\/li>\n<li>You choose your target audience<\/li>\n<li>Great for product launches or big sales<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>But there\u2019s a catch. Paid media can be expensive, and once your budget is depleted, so is your visibility.<\/p>\n<h2><strong>What Counts as Earned Media?<\/strong><\/h2>\n<p>Earned media is the gold star of public relations. It\u2019s when other people talk about your brand because they want to, not because you paid them.<\/p>\n<p>&nbsp;<\/p>\n<p>Examples of earned media include:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Articles or interviews in magazines and newspapers<\/li>\n<li>TV or radio coverage<\/li>\n<li>Influencer shout-outs (not sponsored)<\/li>\n<li>Mentions on blogs or podcasts<\/li>\n<li>Shares and comments from real people on social media<\/li>\n<li>Customer reviews and testimonials<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Why it matters:<\/strong><\/p>\n<ul>\n<li>It builds trust<\/li>\n<li>It feels more authentic<\/li>\n<li>People are more likely to act when they hear about you from a trusted source<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Earned media doesn\u2019t cost money, but it does cost effort. You\u2019ve got to be newsworthy, consistent, and helpful. And yes, a little bit patient too.<\/p>\n<h2><strong>Quick Comparison: Paid vs Earned Media<\/strong><\/h2>\n<p>Both have pros and cons. That\u2019s why smart brands use both in the right way.<\/p>\n<p>&nbsp;<\/p>\n<table width=\"700\">\n<tbody>\n<tr>\n<td width=\"233\"><strong>Feature<\/strong><\/td>\n<td width=\"233\"><strong>Paid Media<\/strong><\/td>\n<td width=\"233\"><strong>Earned Media<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"233\">Cost<\/td>\n<td width=\"233\">You pay per click, view, or post<\/td>\n<td width=\"233\">Free (but effort and time required)<\/td>\n<\/tr>\n<tr>\n<td width=\"233\">Control<\/td>\n<td width=\"233\">High (you write the message)<\/td>\n<td width=\"233\">Low (journalists and users shape it)<\/td>\n<\/tr>\n<tr>\n<td width=\"233\">Speed<\/td>\n<td width=\"233\">Fast, instant visibility<\/td>\n<td width=\"233\">Slower, but longer-lasting<\/td>\n<\/tr>\n<tr>\n<td width=\"233\">Trust Factor<\/td>\n<td width=\"233\">Lower, it\u2019s an ad<\/td>\n<td width=\"233\">Higher, third-party credibility<\/td>\n<\/tr>\n<tr>\n<td width=\"233\">Lifespan<\/td>\n<td width=\"233\">Short, ends when the budget does<\/td>\n<td width=\"233\">Long, stays online or in print<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><strong>When Should You Use Paid Media?<\/strong><\/h2>\n<p>Paid media works great when:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>You\u2019re launching something new<\/li>\n<li>You need fast traffic or brand awareness<\/li>\n<li>You want to test messaging or new audiences.<\/li>\n<li>You have a time-specific promotion.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Suppose you are opening a bakery. Advertising on Facebook to announce your grand opening? Perfect. You\u2019ll reach people in your area fast.<\/p>\n<h2><strong>When Should You Aim for Earned Media?<\/strong><\/h2>\n<p>Earned media is your long game. It helps when:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>You want to build brand reputation<\/li>\n<li>You have a great founder story or mission<\/li>\n<li>You\u2019re doing something newsworthy<\/li>\n<li>You\u2019ve already built trust with customers<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Using the bakery example, if your cupcakes support a local charity or use zero-waste packaging, that\u2019s a story a local reporter might love. That\u2019s how you earn media.<\/p>\n<h2><strong>How to Boost Your Chances of Getting Earned Media<\/strong><\/h2>\n<p>Media attention does not come automatically. You need to give people easy way to talk about you.<\/p>\n<p>&nbsp;<\/p>\n<p>Here are some tips:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Be newsworthy:<\/strong> Tie your story to something current (like a trend, holiday, or social movement)<\/li>\n<li><strong>Send press releases:<\/strong> Make it easy for journalists to write about you<\/li>\n<li><strong>Build relationships:<\/strong> Engage with journalists, bloggers, and influencers long before you pitch them<\/li>\n<li><strong>Create great content:<\/strong> If you post helpful or interesting things, people will naturally share<\/li>\n<li><strong>Get customers talking: <\/strong>Encourage reviews and user-generated content<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>People can\u2019t talk about your brand if they don\u2019t know what to say. Give them a reason to share.<\/p>\n<h2><strong>Can Paid Media Lead to Earned Media?<\/strong><\/h2>\n<p>Yes, and it often does!<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>A smart paid campaign can spark earned media. Here\u2019s how:<\/li>\n<li>A clever ad goes viral and gets featured on the news<\/li>\n<li>A sponsored post gets lots of comments and gets reposted by a blogger<\/li>\n<li>A brand\u2019s bold marketing move becomes a trending topic<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>That\u2019s the beauty of combining both. Paid opens the door. Earned keeps it open.<\/p>\n<h2><strong>Why Brands Need Both in 2025<\/strong><\/h2>\n<p>In today\u2019s media world, attention is hard to earn and even harder to keep. Relying on just one strategy isn\u2019t enough anymore. Paid media gets your name out there fast. Earned media builds trust that lasts.<\/p>\n<p>Together, they work like a tag team; one attracts, and the other convinces.<\/p>\n<p>&nbsp;<\/p>\n<p>The smartest brands mix both:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Start with paid to reach people fast<\/li>\n<li>Add earned to build long-term credibility<\/li>\n<li>Use paid to promote your earned coverage (like boosting an article where your brand was featured!)<\/li>\n<\/ul>\n<h2><strong>Need Help Getting Earned Media?<\/strong><\/h2>\n<p>Earning coverage isn\u2019t easy. That\u2019s why top brands turn to PR pros like <a href=\"https:\/\/rcourihay.com\/\">R. Couri Hay Creative Public Relations.<\/a> We know what reporters want. We craft the story, pitch it the right way, and make sure your name lands in the right hands and on the right platforms. When you\u2019re ready to go from unseen to unforgettable, we are the partner you want by your side.<\/p>\n<h2><strong>Final Words:<\/strong><\/h2>\n<p>Now you know the difference between <strong>paid vs earned media <\/strong>and why both matter. Paid media gives you the boost. Earned media gives you trust. Want to grow your brand in 2025? Use both wisely. Don\u2019t just shout louder. Be the brand people want to talk about. Ready to stop guessing and start getting noticed? Partner with <a href=\"https:\/\/rcourihay.com\/\">R. Couri Hay Creative Public Relations<\/a> and get your brand the attention it truly deserves.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What Is Paid vs Earned Media?\u00a0 Does your brand ever seem like it is doing everything right, yet nothing seems to happen? You are [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":19532,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1925],"tags":[],"class_list":["post-19502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-column-article"],"acf":{"full_width":false,"header_transparent":false,"header_white":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is Paid vs Earned Media? A Quick Guide For Brands - R. Couri Hay<\/title>\n<meta name=\"description\" content=\"What Is Paid vs Earned Media?\u00a0 Does your brand ever seem like it is doing everything right, yet nothing seems to happen? You are not the only one. 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