Earned media coverage can be one of the most powerful tools of any integrated marketing communications or social marketing campaign.

Unlike paid advertising, earned media coverage often carries more weight and credibility in the minds of consumers because the information is delivered and received through the recognized filter of a credible third-party organization such as a newspaper, TV or radio station.

But earned media is NOT free media. Significant effort, persistence and follow-up are required to successfully generate and sustain earned media coverage.

Please scan this section for tips on to build an effective earned media strategy.