Earning media coverage in top publications, blogs, or viral posts doesn’t happen by chance—it’s the result of a strategic, well-planned approach. A well-executed earned media strategy goes beyond likes or shares; it builds long-term trust and visibility. For brands on a tight budget or those looking to scale reputation without paid ads, earned media is essential.

To maximize results, it’s crucial to understand how to get earned media consistently, not occasionally. That’s why planning is key—knowing where to pitch, how to angle your story, and when to engage with journalists can make all the difference.

AWISEE builds targeted Digital PR campaigns from the ground up so your brand message lands exactly where it matters. Here’s what you’ll get:

• Strategic outreach to journalists, influencers, and authority blogs
  
• Fully managed PR efforts tailored to your niche
  
• Consistent earned mentions that boost SEO and brand trust
  
• Expert PR specialists who craft the perfect pitch for your brand.

Client Snapshot

A mid-sized sustainable skincare brand, fresh off the launch of its eco-friendly facial serum, was struggling to gain attention in a saturated market. With a budget under $10,000/month and no in-house PR team, the brand turned to earned media to drive exposure.

Industry: Beauty & Wellness

Target: Gen Z + Millennials

Main Goal: Build organic credibility and boost visibility

Challenges: Minimal press coverage, zero influencer buzz, and no backlinks from authority sites

Many marketers are still asking: Why Use Digital PR for Link Building in 2025? The answer lies in its ability to earn natural, high-authority backlinks at scale.

Why Earned Media Became the Focus

Traditional advertising was draining cash without delivering results. Social media posts had limited reach, and influencers were out of budget. But what the brand did have was a good story, a unique product, and a strong commitment to sustainability—things that appeal to media and communities when packaged well.

As a matter of fact, most consumers trust earned media more than paid advertising.” This shift in consumer behavior reinforced the brand’s decision to pivot toward media mentions, influencer word-of-mouth, and content virality.

The company began earning media planning by focusing on untapped press angles and low-cost PR channels.

Pain Point Visual: Where Things Were Falling Apart

The brand faced high ad costs ($1.70 per click, 1.2% conversion), no media mentions, low engagement (under 300 site visitors/month), and content that wasn’t shareable
It was clear. Without external validation, the brand’s story was just another echo in a noisy space.

Solution Diagram: A Layered Strategy in Motion

The transformation wasn’t accidental. It was systematic, structured across five key pillars—each one based on PR and earned media tactics proven to work.

1. Content Marketing- Created blog posts titled “5 Toxic Skincare Ingredients to Avoid”
   Used data and third-party research to attract backlinks
   
2. PR & Outreach-Built custom press kits and pitched editors with product samples
   Targeted micro-blogs and emerging health writers
3. Influencer Collaboration-Partnered with 5 nano-influencers who loved the product
   In exchange for free products, they posted authentic reviews
4. Thought Leadership-The CEO featured in a guest post on a sustainability blog
   Shared founder story on a niche podcast for eco startups
5. Community Engagement-Participated in skincare Reddit threads and clean beauty Facebook groups. Used polls and open-ended questions to drive UGC on Instagram Stories

This entire system aligned toward one core outcome: trusted media exposure without spending on ads.

And more importantly, it represents how to build a successful earned media strategy in 2025—one that’s both agile and cost-effective.

Before vs After Metrics After The Earned media planning

The impact of earned media was clear in just 90 days. Backlinks increased by over 1400%, media mentions grew nearly 9x, and website traffic surged from 250 to 2300 visitors per month. The chart below shows the full transformation.

A clear improvement in backlinks, media mentions, website traffic, and influencer buzz.
Struggling to Get Press Mentions? AWISEE Can Fix That

Don’t rely on chance. AWISEE helps brands build credibility and gain media exposure that turns attention into conversions. Their digital PR strategies are rooted in smart targeting, industry data, and content that speaks volumes.

Ready to earn the media coverage your brand deserves? Schedule a strategy session with AWISEE today.

The Strategic Build: Tips for Earned Media Success

Let’s talk about the “how.” Building a successful earned media plan requires more than publishing a press release. The following steps outline the best tips and tactics for getting earned media coverage, even on a small budget:

Step 1: Define Clear Objectives

What does earned media success look like for you? Mentions? Backlinks? Podcast features?

Step 2: Identify Share-Worthy Angles

Is your product tied to a trend? Is your story unique or controversial in your industry?

Step 3: Build a Pitch-Ready Media Kit

Include your founder bio, product samples, high-resolution images, and core brand story.

Step 4: Segment Your Outreach

Don’t blast. Tailor your outreach based on outlet tone, niche, and journalist beats.

Step 5: Use Influencer Credibility

Even one unpaid shout-out from a credible micro-influencer can lead to viral discovery.

Step 6: Repurpose All Earned Content

Turn press mentions into IG stories, newsletters, homepage banners, and paid ad testimonials.

Tactical Tips to Maximize Visibility

Earned media works best when amplified properly.

Here’s what top-performing brands do:

• Monitor HARO (Help A Reporter Out) and Qwoted for journalist opportunities
• Use BuzzSumo to find trending headlines your brand can contribute to
• Encourage satisfied customers to share organic reviews and UGC
• Add “As Featured On” badges to your landing pages
• Respond to journalists on Twitter looking for quotes (check #journorequest)

According to a study published in the Journal of Marketing Research, 

“Companies that invest in earned media experience a 25% higher ROI on follow-up campaigns compared to those relying on paid media alone.”

(Lee, S., & Grewal, R. (2014). Understanding the Value of Earned Media. Journal of Marketing Research, 51(6), 741–756.)

Bonus Table: Paid vs Earned Media—What You Get

Earned and paid media serve different purposes. Here’s how they compare in cost, credibility, and long-term value

This side-by-side comparison clarifies the fundamental differences between paid and earned media. While paid media gives you control, earned media brings trust and long-term value, especially critical for startups and lean-budget brands.

Don’t Just Get Seen—Be Talked About! 

Earned media isn’t luck—it’s a system. Brands that master it don’t just get seen; they become the conversation. PR and earned media tactics allow brands to turn their story into influence and their values into visibility.

Earned media is not a passive outcome—it’s a proactive plan. It’s about building something worthy of conversation and then making sure that conversation gets picked up by the right people, at the right time, in the right format.

And when it works? You’ll have a brand presence built on authentic trust, not just budgets and boosted posts! 

Ready to Turn Your Brand Into a Media Magnet?
Earned media isn’t about luck—it’s about strategy. Let AWISEE craft your PR playbook with targeted outreach, viral storytelling, and backlinks that stick.