ABSTRACT
Earned media consists of branded messages that another entity distributes for ones' brand. While social media has increased the visibility of earned media, it has always existed. Many agencies now hire an earned media director (EMD). At media agencies, EMDs help clients better understand which social platforms will produce the most sharing for which campaigns, and how to strategically use paid media to increase the reach of earned media campaigns. At creative agencies, EMDs help direct the full creative process from concept to execution, ensuring that campaigns incorporate the right social triggers and content to generate maximum earned media. The bottom line is that an earned media plan, like every other media plan, must have specific goals in mind. Earned media should attract audiences to the brand, and should complement with traditional messages. Many consumers trust earned media more than they trust a traditional message.
