Earned Media Tactics
Earned media refers to publicity gained through promotional efforts other than paid advertising, such as media coverage, social media mentions, and customer 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, influencer shoutouts, social buzz, user-generated content, customer reviews, and word-of-mouth—all driven by the strength of your idea, not your ad spend.
For marketing managers, earned media is gold. It builds trust, amplifies reach, 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 strategy.
Examples of earned media tactics
- Press outreach – Pitching compelling stories to journalists, editors, and trade publications.
- Influencer seeding – Gifting or sharing products with creators for potential unpaid coverage.
- Stunt & event marketing – Bold activations or cultural moments designed to spark press and social coverage.
- User-generated content (UGC) – Encouraging customers to share their experiences publicly.
- Thought leadership – Publishing expert insights 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 storytelling to influencer alignments and PR strategy, 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 audience doesn’t just see it—they spread it.
The bottom line
Earned media tactics are how modern brands break through without outspending. They’re rooted in creativity, credibility, and cultural relevance—and they prove that the best kind of media is the kind people choose to talk about.
Dive deeper
Digital PR, Influencer Marketing, Content Strategy, Social Campaigns, Advocacy Marketing
