The Power of Earned Media in 2024: Why Public Relations is a Must-Have for Brands

In the ever-evolving landscape of marketing and brand promotion, one aspect has stood the test of time and remains indispensable – earned media through public relations. In 2024, consumers are more skeptical than ever about traditional advertising and influencer promotions. A staggering 83% of consumers trust digital word-of-mouth more than content produced directly by advertisers. This trend highlights the growing importance of earned media as consumers increasingly seek referrals and recommendations from their peers before making purchasing decisions​​.

Consumers recognize that brands often pay for these endorsements, leading them to seek more authentic and unbiased opinions. This is where a strategic public relations campaign comes into play, providing brands with the coveted space in top editorial content and broadcast segments based on merit rather than financial transactions.

A substantial number of marketers, about 41%, are shifting their focus to earned media due to a decline in the effectiveness of owned media. This preference for earned media is based on its ability to reach and engage target audiences​​ more effectively.

In 2023, there was a significant surge in investment in earned media among brands, a trend expected to continue in 2024. This shift indicates that more brands are recognizing the value of earned media in creating unbiased endorsements and organic conversations, which are crucial in building trust with consumers.

The Changing Consumer Landscape

In 2024, consumers are more discerning than ever. They understand that advertising and influencer collaborations are driven by financial motives. As a result, traditional promotional methods are losing their impact. Today's consumers demand transparency, authenticity, and real experiences before committing to a brand. This shift in consumer behaviour emphasizes the importance of earned media in shaping public perception and building trust. 

The Holy Grail of Press: Earned Media

Earned media, the pinnacle of publicity, involves getting your brand featured in articles and broadcast segments without monetary exchange. This type of media coverage is the holy grail for brands, as it signifies that editors and producers have genuinely experienced and appreciated the product or service. Unlike paid promotions, earned media provides an unbiased platform for brands to showcase their offerings to a wider audience. Earned media has a significant impact on consumer behaviour, with 82% of consumers actively seeking referrals from peers before making a purchase.

The Role of Public Relations in Earned Media

Public relations (PR) is the driving force behind successful earned media campaigns. PR professionals are skilled in cultivating relationships with journalists, editors, and producers, ensuring the brand's story reaches the right hands. By strategically positioning products and generating compelling narratives, PR campaigns secure coverage beyond mere advertising. This earned media, based on merit and quality, resonates more strongly with consumers, instilling confidence and credibility in the brand.

Blend PR: Specializing in Earned Media Success

For over 14 years, Blend PR has been at the forefront of helping brands worldwide successfully launch in Canada. Our agency's focus on earned media sets us apart in an industry saturated with paid promotions. We understand the significance of authentic, unbiased reviews and work diligently to connect brands with top editors, journalists, and producers who can provide just that. According to our case studies, brands that implement an earned media strategy experience over a 40% increase in brand credibility and exposure compared to those relying solely on paid promotions* Our agency's focus on earned media sets us apart in an industry saturated with paid promotions.

*amika saw an increase of reach/impressions by approximately 47.0%, and the ad dollar value saw a remarkable increase of approximately 171.3% from year one to year two.

In 2024, the importance of earned media through strategic public relations cannot be overstated. As consumers become increasingly discerning, brands must adapt their promotional strategies to align with changing preferences. A well-executed PR campaign that secures earned media coverage provides the authenticity and credibility that consumers crave. Blend PR's expertise in this field exemplifies the impact of earned media on a brand's success, making it an invaluable asset in today's competitive market. As we navigate the evolving landscape of consumer preferences, one thing remains clear – the power of earned media will continue to shape the success of brands in 2024 and beyond.

For more information or to book a consultation, please contact: info@blendpr.com