“Our biggest asset in the campaign was earned media, and that doesn’t cost very much.” This recent statement by Donald Trump may raise eyebrows, but it underscores an important truth that many overlook: the strategic value of earned media. Regardless of how you feel about Trump, his campaigns have demonstrated a deep understanding of the power of visibility, influence, and authentic engagement. And this isn’t just a strategy for politics—it’s one that startups can harness too.
What is earned media, and why does it matter?
In a world dominated by paid ads and sponsored content, earned media stands out as the holy grail of public relations. It refers to the coverage you earn organically through your brand’s story, whether through press articles, social media mentions, or word-of-mouth referrals. Unlike paid media, which requires a hefty budget, or owned media (your website, blog, etc.), earned media is rooted in third-party credibility. It is the equivalent of getting a golden nod of approval from influential voices in your industry or community.
For startups, the benefits are clear. Traditional advertising can be costly, especially for early-stage ventures with limited resources. In contrast, earned media—when done well—amplifies your brand’s visibility at a fraction of the cost. However, the impact goes beyond mere cost efficiency. It’s about building trust, a currency far more valuable than clicks or impressions.
Trump’s playbook: Leveraging earned media to win big
Donald Trump’s quote reveals his strategic playbook: earned media isn’t just about visibility; it’s about dominating the conversation. During his campaign, Trump often courted controversy, knowing that it would get him headlines, airtime, and social media engagement. Whether you agreed with his tactics or not, the result was clear: an overwhelming share of voice, which translated into influence and momentum.
For startups, the lesson isn’t to adopt provocative tactics but to focus on generating buzz that sparks conversation and, most importantly, builds credibility. Earned media, when done right, allows you to capture your audience’s attention without spending large sums of money on advertising. It’s about getting people to talk about you because what you’re doing or saying is genuinely interesting, useful, or innovative.
How startups can leverage earned media for growth
So, how can startups, often operating with shoestring budgets, leverage earned media to create sustainable growth? Here are some strategies:
- Tell a compelling story: Startups are in a unique position to leverage the power of storytelling. Whether it’s your founder’s journey, the problem you’re solving, or a disruptive approach to your industry, stories resonate with audiences and journalists alike. When you craft a compelling narrative, it’s more likely to get picked up by the media and shared organically on social platforms.
- Cultivate relationships with journalists and influencers: Earned media doesn’t just happen; it’s the result of consistent relationship-building. Reach out to journalists, bloggers, and influencers who cover your industry. Focus on creating genuine connections rather than simply pitching stories. When your news is relevant and aligns with their audience, you’ll be top of mind.
- Leverage thought leadership: Position yourself or your founders as thought leaders in your industry. This can be done through guest articles, podcasts, speaking engagements, or even insightful LinkedIn posts. Thought leadership not only builds credibility but also drives organic mentions as people share your insights.
- Optimize for social proof: Earned media isn’t limited to press coverage. Customer reviews, testimonials, and user-generated content are all forms of social proof that can amplify your brand. Encourage your satisfied customers to share their experiences, and you’ll create a ripple effect of trust and credibility.
- Be consistent and persistent: Earned media is not a one-time effort. It requires a sustained approach. Startups should integrate earned media strategies into their overall marketing plans, continuously finding new angles and stories to share.
The ROI of earned media
The return on investment for earned media goes beyond immediate visibility. It creates long-lasting brand equity, positioning your startup as a credible player in the industry. For early-stage ventures, this can be the difference between staying under the radar or becoming the next big thing.
Consider this: When a trusted third-party source like a reputable news outlet covers your startup, it signals to potential customers, investors, and partners that you’re worth paying attention to. In a landscape where consumers are increasingly sceptical of paid ads and promotional content, that trust is invaluable.
To sum up, earned media isn’t just about getting a quick hit of visibility; it’s about building a sustainable reputation. As Trump highlighted, it’s a resource-efficient strategy with the potential for high returns. But unlike political campaigns, startups should focus on earned media strategies that align with their values, build trust, and create lasting relationships with their audience. The power of storytelling and authentic engagement help startups cut through the noise. By leveraging earned media strategically, early-stage ventures can maximize their impact without exhausting their budgets. In a world saturated with ads, let your story be the one people want to hear.
