Which of the following statements about earned media is true?

Earned media refers to exposure gained through efforts other than paid advertising, primarily through public relations activities and organic mentions by third parties. This means that when a brand earns media coverage through news reports, blog mentions, or social media shares, it is often perceived as more credible by audiences because it comes from unbiased sources rather than direct marketing efforts.

This form of media is considered valuable because it implies that others recognize the brand’s value without direct influence or payment, thus enhancing the brand’s reputation and authority in the marketplace. Public relations play a significant role in generating earned media as it often involves reaching out to journalists and influencers to gain coverage and mentions that can positively affect public perception.

The other statements mischaracterize earned media. It is not less credible than paid media; in fact, it is often seen as more trustworthy. It does not result directly from brand-created content; rather, it is generated through independent mentions or coverage that is not solicited in a paid capacity. Lastly, earned media does not involve payment for placement; instead, it relies on organic engagement and genuine interest from the audience and media outlets.