Understanding the Value of Earned Media (Before You Overspend on Pay-to-Play)
If you’re a founder or startup operator, chances are you’ve already been pitched by a PR firm offering paid media placements or “sponsored content” packages. Maybe they promised a feature in Forbes or a glossy article in an outlet you’ve never heard of but were assured was influential.
Real PR isn’t pay-to-play. It’s earned. And the value of earned media, when done right, far outweighs the fleeting impact of a paid feature.
What We’re Missing
There’s a PR education gap in the startup world. Many early-stage companies pour budget into ads, influencer deals, or “best of” lists that charge a fee — but they don’t always know how to earn organic media that actually builds credibility.
They aren’t wrong for not knowing. It’s just not talked about enough.
Too often, PR is confused with marketing or advertising. And too often, earned media is dismissed as something that just “happens” if you get lucky — a journalist stumbles across your website or a customer tweets something that goes viral. In reality, it takes planning, clarity, and the right approach.
What the Data Tells Us
The numbers speak volumes.
A Nielsen study found that 92% of people trust earned media — like recommendations or editorial coverage — more than any other form of messaging. Compare that to just 41% who trust paid media, and it’s clear why credibility matters.
Even more telling: 89% of ads aren’t remembered at all.
That’s not a typo. Most ads just don’t stick — because they’re either irrelevant, untrustworthy, or poorly timed.
Meanwhile, earned media like podcast interviews, thoughtful contributed articles, or a feature in your industry’s go-to publication can live on, build trust, and open doors. Especially when it’s paired with a smart social media strategy.
What Earned Media Actually Looks Like
So what does earned media look like for a startup?
It could be a journalist writing about your hiring spree, your founder journey, or your take on a hot-button issue. It could be a niche podcast inviting you on to speak about what’s changing in your industry. It could even be a customer or partner resharing your story — not because they were paid to, but because it resonated.
This isn’t accidental exposure. It’s strategic visibility. The kind that moves people and markets.
Where Founders Get Stuck
There are four common areas where I see startups miss the mark — and none of them are hard to fix with the right help:
- They confuse PR with press releases.
Press releases are one tool. Not a strategy. - They don’t know what’s truly newsworthy.
Often, what you’re most proud of internally isn’t what media finds interesting. A good partner helps you find your angle. - They aim too big, too fast.
Local media, industry blogs, and targeted podcasts are goldmines for building momentum and trust. Don’t ignore them. - They skip the personal pitch.
Mass emailing a press release doesn’t work. Personalized outreach — tailored to the journalist and outlet — does.
You Don’t Need More Noise. You Need a Narrative.
If you’re a startup that’s tired of shouting into the void or paying for visibility that doesn’t last, consider this your invitation to do things differently.
The right story, shared with the right people, can change everything. Not just for one funding round or product launch — but for the long haul.
Let’s make sure your story gets told the way it should.
If you’re ready to earn media, not just buy it, I’d love to connect.