Which type of media strategy tends to be more difficult to control?

Earned media represents the type of media strategy that is more challenging to control because it relies on external parties to generate coverage and publicity. Unlike paid media, where the advertiser directly pays for placement in channels (like ads), or owned media, which consists of channels controlled by the brand (like a website or social media profile), earned media is primarily based on organic mentions, shares, reviews, and news stories created by third-party sources.

This article highlights how earned media reflects public perception and brand reputation, making it less predictable and harder for a company to manage directly. Brands can influence earned media through outreach and relationship-building with journalists and influencers; however, they ultimately cannot dictate the narrative or control how their messages are portrayed once they are out in the public domain. This unpredictability makes it a distinct challenge compared to the more controllable nature of paid and owned media strategies. Shared media, while also influenced by the audience, is characterized by the sharing and collaboration of content but still falls under some level of control by the brand.