Earned media in a hybrid world: Where does it fit?
In the past, the world of earned media was a straightforward process. Know your audience. Pick newsworthy topics that resonate with them. Write a story and package it up in a way that will engage them. Easy.
But the world is changing, and so is the media landscape. New channels, formats, and platforms are constantly emerging and evolving, making the conditions for success dramatically more challenging. In theory, the principles of knowing your audience and creating relevant content remain, but successful communications in 2025 need a deeper level of understanding of the hybridised media world.
So, the key question is: Where does earned media sit in today’s hybrid media landscape? And, more importantly, how can brands make the most of it? Here, Laura Portch, Group Client Director, at our Australian partner, DEC PR, gives the lowdown on how to make earned media work now.
Why earned media still matters
At its core, earned media is about credibility. Successful earned media is the result of someone finding your story compelling enough to share with no financial incentive. Whether it’s a journalist, an influencer or a customer, successful engagement creates an invaluable level of trust that can’t be bought, which is why it plays such a pivotal role in any well-rounded communications strategy.
However, securing the level of coverage needed to create that level of engagement is becoming more complex.
The challenges of earned media
Getting your story into the right hands has always involved a degree of unpredictability. Earned media is a game of moving pieces, and success is the result of a delicate balance of editorial and journalistic priorities, the accuracy of details, and effective timing of delivery.
Today, those same fundamental challenges still apply – but with added obstacles created by a changing media landscape: Publications have consolidated; newsrooms have shrunk; and physical outlets are disappearing. Diminished teams of journalists and editors are under-resourced and overworked. They simply don’t have enough time to allocate to targeted, specialist content, meaning the news stream becomes more general with a much broader focus.
Meanwhile, the space for organic brand stories is being squeezed by the growing dominance of non-stop “breaking” news cycles and “pay-for-play” models disguised as genuine editorial content.
A hybrid strategy for a hybrid landscape
In response to these emerging challenges, the smartest brands and agencies are embracing a multi-channel approach. Earned media is valuable – there’s no doubt about that. But it becomes even more powerful when used as part of a wider strategy. Pairing earned media with complementary tactics like paid integration, owned content, influencer partnerships, and social amplification is where the magic happens.
This is where a skilled and contemporary approach to PR truly comes into play. At L’Attitude, our network of global agency partners knows how to blend storytelling with strategy, tailoring messages to specific regions and media ecosystems while staying laser-focused on what makes a narrative resonate.
Our world-class industry knowledge and experience mean that we know exactly how to build the perfect pathway for client success. Whether it’s exclusive news hooks, well-timed launches, or a seamless blend with paid partnerships, we know how to deliver impact without losing authenticity.
The buzz of earned media
No matter how the world of media changes, nothing will ever replace the excitement of landing that headline. Creating credible content that sparks real conversation, drives engagement, or becomes the start of something bigger will never be replaced.
Earned media isn’t disappearing. It’s evolving. And with the right strategy in place, it can still be one of the most powerful tools in your comms arsenal.
About L’Attitude
We’re a collaboration of trailblazing PR and creative consultancies delivering exceptional marketing campaigns around the world. With international bases across Europe, North and South America, the Middle East, APAC and Africa, we combine innovative insights with unrivalled creativity and best-in-class PR practice to achieve powerful outcomes for some of the world’s leading brands.
The potential for your next campaign is limitless. Discover all the L’Attitude locations at www.lattitudeglobal.com