RE: Carly Scaduto Consulting24 Jan 2025 14:49
Think she's been hired for her Earned Media Contacts/skills.
Earned media is what happens when a person or organization is spoken of by a third party, with no payment changing hands. Examples include mentions in traditional media, guest appearances on television shows, or an opinion piece in a periodical. Sometimes social media mentions, ratings, reviews, and online discussions are included in this category.[7]
Although earned media is not paid for, it is not entirely cost-free.[8] Generating earned media may require hiring staff, creating content, promoting the brand through paid media, or creating programs (e.g., a contest) that will result earned media.[8] If an advertisement or other paid marketing effort goes viral, so that other people and media outlets publish about it without payment, then the additional exposure (but not the original paid media) is earned media.[8]
While marketers can help generate earned media activity, they do not generate it directly. It is earned "through relationships, incredibly newsworthy stories, and targeted messaging", without paying the media outlet.[2] One inherent limitation, compared to paid or owned media, is that the person or organization has to convince journalists, editors, and television news producers to write a story about them, or an editor to publish an outside editorial. While this gatekeeper function serves to filter out lower quality and non-newsworthy content, it may also allow media outlets to act as censors when they do not agree with the source or its message.
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