What is a key characteristic of earned media?

A key characteristic of earned media is that it builds credibility through third-party endorsements. This type of media occurs when an organization gains visibility and recognition through organic methods, such as press coverage, user-generated content, reviews, or word-of-mouth promotion. Because earned media comes from independent sources, it is often perceived as more trustworthy by consumers compared to paid media, which is explicitly purchased. This credibility is essential for establishing brand reputation and fostering customer trust, as potential customers tend to value opinions from impartial sources more highly than messages directly from the business itself.

The other characteristics mentioned, such as being paid for directly or having complete control over the content, describe paid or owned media instead. Additionally, earned media does require strategic efforts to cultivate relationships and opportunities for coverage; it is not simply an automatic result without planning or execution.