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Being a part of a company’s C-suite is a daunting responsibility that requires diverse skills and a deep understanding of different facets of the business. Achieving such a position typically requires years of hard work, experience, and a whole host of challenges.
CEOs in particular are often tasked with overseeing multiple aspects of the company, from revenue growth to financial stability to brand management. While C-suite members undoubtedly have expertise, there is one area that often escapes their attention: earned media.
Related: What is earned media and what is its value?
Why earned media is important
Earned media holds an important place in a company’s success story because it can build credibility, improve brand reputation and expand the reach of its message. Unlike paid media, which includes advertising, earned media includes press coverage, social media mentions, and word of mouth. Consumers tend to trust earned media more because it is viewed as unbiased and authentic.
Research from YouGov shows that more than 90% of consumers trust earned media. Positive reporting from reputable sources not only confirms the credibility of the organization, but also makes it accessible to new target groups, thereby increasing the visibility and awareness of the brand. Additionally, earned media stimulates conversations and interactions, promotes deeper audience engagement, and strengthens brand loyalty. In fact, a significant portion – between 25 and 40% – of all traffic and lead generation comes from earned media. By harnessing the power of earned media, companies can amplify their message, build authority in their industry, and drive sustainable growth.
Why the C-Suite Often Overlooks Earned Media
In my company’s experience, CEOs and leadership teams tend to overlook earned media due to several misconceptions:
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Perception of importance: Some CEOs underestimate the importance of earned media compared to other marketing channels. They may not be fully aware of the impact on brand reputation, trust and consumer perception.
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Resource limitations: Developing a robust earned media strategy takes time, effort and resources. CEOs may prioritize areas of the business that provide immediate returns while overlooking the long-term benefits of earned media initiatives.
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Measurement challenges: Many CEOs mistakenly believe that earned media is difficult to measure. However, advances in analytics tools such as GA4, UTM tags, and media monitoring software have made it highly measurable.
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Focus on Immediate ROI: CEOs often feel pressure to achieve an immediate return on investment, which leads them to overlook the time-intensive nature of earned media strategies.
Perhaps most importantly, earned media is a long-term strategic tactic that CEOs must understand to realize their full potential. Unlike paid media, which often delivers instant results but comes with high prices, earned media requires patience and persistence. While paid placements can cost thousands of dollars, securing coverage through earned channels like Byline Articles only requires the time spent writing and pitching.
Although the process may not result in immediate gratification, the confidence-building results it generates over time are invaluable. CEOs who embrace and embrace earned media can reap significant benefits in terms of credibility, reputation, and sustained audience engagement.
Related: 6 Strategies to Maximize Earned Media for Your Brand
Reframing the Narrative: Aligning Earned Media with the Marketing Sales Funnel and Buyer Journey
By challenging conventional wisdom, I’ve come to realize that earned media is more versatile and impactful than is commonly believed. It permeates every stage of the marketing sales funnel and buyer’s journey, from building awareness to driving loyalty.
Imagine this scenario: You write a compelling title article showcasing your industry expertise and addressing a common challenge your customers face. The article will be published in a major media company, increasing your brand awareness. You then share the article on social media, reaching users in the consideration phase who have already engaged with your brand. Additionally, incorporate the article into your website content and email newsletters to engage potential customers in the consideration stage. As potential customers enter the conversion phase, leverage the article’s credibility to increase conversions and solidify their trust in your brand. Finally, in the loyalty phase, you use testimonials, a form of earned media, to increase brand awareness and deepen customer loyalty.
Related: Why earned media is the best way to make a name for yourself
For internal PR and marketing leaders, bridging the understanding gap within the C-suite presents a daunting challenge. While traditional business education often ignores earned media, its potential for exceptional results remains undeniable. Encouraging C-level executives to use earned media requires patience and persistence, accompanied by a compelling presentation of its tangible benefits. As the business landscape evolves, encouraging leadership to explore earned media can open up new growth opportunities and elevate company visibility to new levels.