What role do “earned media” play in advocacy?

"Earned media" refers to publicity gained through promotional efforts other than paid advertising. It typically comes in the form of news coverage, whether through television, radio, online articles, or social media mentions, which is viewed as more credible by the audience than paid advertisements.

The reason that unbiased news coverage is essential in advocacy is that it can effectively raise awareness and inform the public about important issues without the perception of being a sales pitch. This type of media coverage is earned through relationships with journalists, compelling storytelling, and significant events that capture media attention, leading to organic interest and discussion. When the media presents an issue in a balanced and objective manner, it can mobilize public opinion, influence policymakers, and create community engagement, making it a crucial aspect of advocacy efforts.

While funded advertisements, structured campaigns, and personal communications can also play a role in advocacy, they do not embody the essence of earned media, which relies on third-party validation and tends to resonate more strongly with audiences due to its perceived impartiality.