Earned media

Coverage you did not pay for and do not control: press, shares, reviews, conversation. The most credible exposure, and the least commandable.

Earned media is attention granted by third parties on their own judgement, a review, a feature, a repost, and its credibility flows from exactly that independence. Audiences discount what a brand says about itself and listen to what others volunteer; earned coverage arrives pre-endorsed.

It cannot be commanded, only courted: work remarkable enough to be worth covering, materials that make covering easy, our press page exists precisely for this, and relationships tended before they are needed. The tax is control, the coverage may be wrong, lukewarm or absent. That risk is what the credibility costs.