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This is what Edelman is all about!
The brand does not buy or own the media. Earned media is achieved organically. Like when a piece of brand content receives recognition and a following through channels such as social media and word of mouth.
Among all the tortured and hackneyed abuses of the language that infest our industry, this one actually isn’t far off. Started as press releases. Then, when people started do more to get ink (remember ink? As in newspapers?) was called “free media.” But it’s not really free (you might get paid to make it happen, or spend money on an event) so “earned media” media became a thing—as in, you don’t just get it, you have to work for it. Now, like everything else, it’s grown to cover even a ton of territory—almost any tactic that doesn’t involve paying for its distribution. Edelman makes a big deal of its annual global trust survey; that’s earned media baby. Blog posts, even if ghost written earned. Earned. Fearless Girl? They paid to put her up, but it was the earned that made her a star.
They’re trying to earn your coverage. Not succeeding, I take it.