Earned Media Tactics
Earned mediaPublicity you don’t pay for—press, shares, mentions, and buzz that happens because your work matters. refers to publicity gained through promotional effortsStrategy meets storytelling—campaigns bring big ideas to life, driving awareness, engagement, and conversions through powerful, multi-channel messaging. other than paid advertisingStories with purpose—marketing connects brands to people through strategy, creativity, and campaigns that drive impact., such as media coverage, social media mentions, and customerThe reason we do what we do—the client is the partner, the collaborator, and the audience we’re here to impress and grow with. reviews. It is publicity you haven’t paid for.
Earned Media Tactics are the strategies used to generate organic publicity for a brand through third-party validation—not paid placements. This includes media coverage, influencerThe voice of the crowd—an influencer is a trusted creator whose reach and credibility can elevate your brand to new audiences. shoutouts, social buzz, user-generated content, customer reviews, and word-of-mouth—all driven by the strength of your ideaThe spark that starts it all—ideas fuel campaigns, shape strategy, and turn bold thinking into unforgettable creative., not your adThe art of persuasion—advertising is the strategic storytelling that builds brands, shapes perceptions, and drives consumer action across multiple channels. spend.
For marketing managers, earned media is gold. It builds trust, amplifies reachThe total number of unique people who see your content—used in media planning and performance tracking., and positions your brand inside conversations rather than just on top of them. It’s the buzz you can’t buy—but you can build toward with the right strategyThe playbook for success—strategy defines where you're headed, how you'll get there, and what will set you apart..
Examples of earned media tactics
- Press outreachThe act of contacting publishers, influencers, or prospects—used in PR, link building, and biz dev. – Pitching compelling stories to journalists, editors, and trade publications.
- Influencer seeding – Gifting or sharing products with creators for potential unpaid coverage.
- Stunt & event marketingExperience is the strategy—event marketing connects brands with audiences through immersive, in-person, or virtual activations. – Bold activationsWhere strategy meets street—brand activations are real-world experiences designed to spark engagement and cultural buzz. or cultural moments designed to spark press and social coverage.
- User-generated content (UGC)Content that hits home—UGC is created by real users, adding authenticity, trust, and social proof to your brand story. – Encouraging customers to share their experiences publicly.
- Thought leadershipLead the conversation—thought leadership positions brands and individuals as industry experts by sharing bold ideas, insights, and innovative perspectives. – Publishing expert insightsContent that leads—this kind of content positions your brand or experts as go-to voices in the industry through insight, opinion, and vision. or perspectives that get quoted or shared.
How creative agencies support it
At RIOT, earned media is never left to chance. We build campaigns designed to earn attention—by being brave, relevant, and conversation-worthy. From culturally tuned storytellingEmotion meets impact—storytelling is the heartbeat of branding, using narrative to connect with audiences and drive action. to influencer alignments and PR strategyYour reputation, amplified—PR manages brand image through media outreach, storytelling, and strategic communication., we shape ideas that deserve a headline, a share, or a comment thread that keeps going.
We also build in hooks—emotional, visual, or unexpected—that naturally invite amplification. Because when a campaign lands right, the audienceThe heartbeat of every campaign—understanding and engaging the right audience is the key to crafting messages that resonate and drive action. doesn’t just see it—they spread it.
The bottom line
Earned media tactics are how modern brandsMore than a logo—brand is the essence of a company, shaping identity, reputation, and customer perception. break through without outspending. They’re rooted in creativityThe spark that starts it all—creativity is the fearless pursuit of new ideas, powerful stories, and unforgettable brand moments., credibility, and cultural relevance—and they prove that the best kind of media is the kind people choose to talk about.
Dive deeper
Digital PRPublicity, redefined—digital PR merges traditional media relations with online strategies, securing press, backlinks, and brand credibility in the digital space., Influencer MarketingCredibility meets creativity—influencer content leverages trusted voices to amplify brand stories and connect with audiences in an authentic way., Content StrategyValue before the sell—content marketing delivers meaningful stories, insights, and solutions that build trust and drive engagement., Social Campaigns, Advocacy MarketingTurn customers into champions—advocacy marketing leverages passionate consumers to promote brands through authentic word-of-mouth and testimonials.
