As consumers, we have grown to rely on the media to make more and more decisions for us, from where we eat to where we work. Many brands and corporations we know and trust have built their reputation organically, but in the digital age, reputation may not be what determines what is featured in media. From a PR standpoint, a blend of different types of paid and earned
media in this time of influencer marketing and social media dominance is necessary, but earned media has started to take a backseat to paid media. This becomes a major problem when a company can simply buy a feature in a top publication or pay an influencer an exorbitant fee to promote something they don’t necessarily believe in. Earned media may take longer, and require more work, but your brand and reputation will last beyond the clickbait of a passing feature article. Without the work to create brand loyalty to consumers and brand credibility in the market, the only barrier to entry to feature placement is money. If budget is the only standard, how can we trust what we read?
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