[1][2] It includes articles by media outlets, interviews with the person or representatives of the organization, or bylined editorials in trade press and other publications.
Examples include mentions in traditional media, guest appearances on television shows, or an opinion piece in a periodical.
While this gatekeeper function serves to filter out lower quality and non-newsworthy content, it may also allow media outlets to act as censors when they do not agree with the source or its message.
[8] A Nielsen study in 2013 found that earned media (also described in the report as word-of-mouth) is the most trusted source of information in all countries it surveyed worldwide,[11] and is the channel most likely to stimulate the consumer to action.
Readers sought out and paid attention to information such as the independence and credentials of the journalist, the balance of the coverage, and the prestige of the outlet in which the story appeared.
[8] Compared to advertising metrics, the value that earned media contributes to the organization's profitability and purpose is harder to determine.