David Armano on Earned Media

Similarities and differences between paid and earned media

In a blog post last Spring, David Armano made some great points as to the differences and similarities between paid and earned media, including a well thought out diagram comparing his perception of the work flow involved for each.

He opens by stating the obvious:

Earning digital media doesn’t mean it’s free. It’s not. It’s just that instead of paying directly for a placement or making arrangements with a partner—you are paying for the time and resources of people who will investigate what’s being said about your brand and engage on your behalf. These can be employees, contractors, agencies etc. but it requires manpower and effort.

David Armano goes on to explain that oftentimes earned media HAS to be earned – it’s not something that an advertiser can buy in the first place. Things like:

establishing a relationship with key consumer opinion leaders
seeding content in conversations
talking to consumer/brand evangelists
sharing news with the masses on their terms

As Armano concludes, the trick is figuring out how to meaningfully participate in the spaces where your brands, products and services are relevant.

Comments

Jennie Vickers • 01 Oct 2010
I am in the process of writing about the mindset change needed by lawyers, away from the traditional command and control risk management approach, in a world of earned media. Your site has arrived just at the right time! I am interested in views on what lawyers should be doing differently and/or examples of contracts and terms and conditions that show they still don’t get it!

One other thought is do we need to talk about “deserved media” instead of earned to make a better distinction.

Cav • 14 Jun 2011
Very interesting, I like the idea of seeding information but I would like more insight on how best to do that without sounding like a walking billboard.