Earned media is often described as “free publicity,” which sounds great on paper. But in the real world, it’s rarely free. Businesses don’t just wake up one day to glowing press mentions, influencer shoutouts, or organic word-of-mouth. Those things usually happen because someone invested time, money, or both behind the scenes.
So yes, a business can pay to obtain more earned media. The key is understanding what you’re actually paying for—and what you’re not.
What Earned Media Really Means
Earned media is exposure you don’t directly buy, like an ad. It includes things like:
- Press coverage
- Online reviews
- Social media mentions
- Influencer posts that aren’t labeled ads
- Shares, reposts, and recommendations
- Blog mentions or backlinks
The difference between earned media and paid media is control. You don’t fully control earned media. You influence it.
That influence is where the investment comes in.
Why Earned Media Rarely Happens on Its Own
Many businesses assume good products automatically lead to attention. Sometimes that happens. Most of the time, it doesn’t.
Journalists, creators, and reviewers are overwhelmed. They don’t know your business exists unless someone puts it in front of them the right way. That “someone” is usually paid.
Not paid to say nice things.
Paid to create opportunity.
That distinction matters.
What Businesses Actually Pay For
When a company invests in earned media, it is not paying for praise. They are paying for access, visibility, and execution.
Here’s where money typically goes.
1. Public Relations Support
PR agencies and consultants help businesses get media coverage by pitching stories, building relationships, and knowing who to contact.
You’re paying for:
- Media relationships
- Pitch writing
- Timing and positioning
- Follow-ups
- Strategy
Journalists don’t get paid by you. PR professionals do.
Without that layer, most pitches never get read.
2. Content That’s Worth Covering
Earned media doesn’t come from boring announcements. It comes from stories people want to talk about.
Businesses often pay for:
- Thought leadership articles
- Research or surveys
- Data analysis
- Visual assets
- Case studies
This content gives reporters and bloggers something to work with. Without it, there’s no hook.
Good earned media starts with good material.
3. Influencer Seeding and Product Gifting
Influencer marketing isn’t always paid sponsorships. Many earned mentions come from product seeding.
That means:
- Sending free products
- Covering shipping
- Paying coordination teams
- Managing outreach
The influencer is not guaranteed to post. But the exposure opportunity exists.
You’re paying to open the door, not force the message.
4. Events and Experiences
Some earned media comes from experiences. Product launches, community events, workshops, pop-ups, or demonstrations.
These cost money to organize.
Media coverage happens because the event is interesting, timely, or valuable—not because coverage was bought.
The investment is in the experience.
5. Digital PR and Link Building
Online earned media often looks like:
- Brand mentions
- Backlinks
- Online features
- List placements
Businesses pay agencies or specialists to:
- Find relevant publications
- Pitch editors
- Secure placements
- Track results
Again, no one is buying links directly. They’re paying for the work that they’re doing.
The Ethical Line (And Why It Matters)
There’s a big difference between influencing earned media and faking it.
Paying for:
- Outreach
- Strategy
- Content
- Relationships
It is normal and accepted.
Paying for:
- Fake reviews
- Guaranteed “positive” press
- Undisclosed sponsored mentions
Crosses into risky territory. It can hurt trust and even lead to penalties.
The best earned media still comes from real interest. Payment just helps create the conditions for that interest to exist.
Why Earned Media Is Still Worth Investing In
Even though it’s not “free,” earned media has advantages that paid ads can’t match.
- It builds trust faster.
- It feels more authentic.
- It lasts longer
- It improves SEO
- It supports brand authority.
A single strong press mention can outperform months of ads.
That’s why smart businesses don’t ask, “Can we get earned media without paying?”
They ask, “How do we invest wisely to earn it?”
What Earned Media Is Not
Let’s clear up some common misunderstandings.
Earned media is not:
- Guaranteed
- Instant
- Fully controllable
- Always positive
It’s influenced, not owned.
That’s also why it carries more credibility.
How to Decide If Paying for Earned Media Makes Sense for You
Before spending anything, ask yourself a few honest questions:
- Do people understand what makes our business different?
- Do we have a story worth telling?
- Are we ready for public attention?
- Can we handle increased visibility?
If the answer is yes, investing in earned media support can be a smart move.
If the answer is no, it might be better to work on brand clarity first.
Earned Media Works Best With a System
Earned media doesn’t live in isolation. It works best when paired with:
- A strong website
- Clear messaging
- Active social channels
- Good customer experience
- Consistent branding
Press coverage sends people somewhere. Make sure that where they land reflects the story being told.
Final Thoughts
Earned media is not free, but it is powerful. Businesses don’t pay for praise. They pay for the work that earns attention the right way.
When done correctly, investing in earned media builds credibility, trust, and long-term visibility that advertising alone can’t buy.
If you want help building earned media the right way—through strategy, positioning, and execution Codevelop can guide you. We help businesses shape their story, prepare their digital presence, and create the conditions that lead to real, organic attention.
Reach out to Codevelop, and let’s build visibility that feels earned, not forced.
