Which of the following statements about earned media is true?

Earned media refers to publicity gained through promotional efforts other than paid media, and it typically includes mentions, shares, and reviews that are generated by the audience or third parties rather than the brand itself. The statement that it includes public relations and organic mentions accurately captures this concept.

Public relations activities can lead to earned media, as they often aim to create positive coverage in the press or among influencers. Similarly, organic mentions occur when customers or users discuss or share information about a brand naturally, without any financial incentive or input from the brand.

This form of media is highly valued because it tends to carry more credibility with audiences. Unlike paid media, which is directly influenced by the brand's budget and strategy, earned media comes from external sources, making it seem more authentic. This is important in a marketing context, as consumers often trust recommendations and mentions from peers or independent sources more than advertisements.

In contrast, other options mention aspects that do not accurately describe earned media, focusing on characteristics that belong to paid or brand-controlled efforts. This distinct separation underscores the unique value of earned media in marketing strategies.