Earned media refers to the visibility and media coverage a company obtains without paying directly for it. Unlike paid media (such as advertising) and owned media (such as a company’s website or social networking pages), earned media is the result of organic coverage, often generated through public relations, press mentions, social network shares, or customer reviews.

Example of Media Earned: launch of a new investment fund

Background :

An asset management company is launching a new investment fund focused on renewable energies, and wants to achieve maximum visibility without investing heavily in paid advertising. The aim is to attract the attention of institutional and retail investors, as well as influencers and specialist media.

Media Earned strategy:

1. Defining objectives:
   • Main objective: Obtain extensive, positive media coverage in specialized financial media, as well as mentions on social networks by financial influencers.
   • Secondary objective: Establish the company as a leader in sustainable investment and attract new investors to the fund.
2. Identifying media targets:
   • Financial journalists: Establish contacts with journalists and editors at financial magazines, business newspapers and online platforms such as Les Echos, Investir, etc…
   • Finance bloggers and influencers: Identify and build relationships with bloggers, influencers on LinkedIn, Twitter, and YouTube channels specialized in sustainable finance and ESG investment.
   • Financial analysts: Target financial analyst and research firms for reviews and analysis of the new fund.
3. Creation of a press kit:
   • Press release: Write a press release detailing the fund’s unique aspects, such as its innovative approach to sustainable investment, its financial objectives, and its management team.
   • Additional documentation: Include infographics on expected fund performance, case studies of previous renewable energy investments, and interviews with fund managers.
   • Multimedia content: Produce short explanatory videos on the fund, expert testimonials, and blog posts that can be shared by media and influencers.
4. Broadcast and pitch:
   • Media relations: Send the press release and press kit to identified contacts, tailoring each approach to maximize chances of coverage.
   • Interviews and opinion pieces: Offer interviews with fund managers for in-depth articles in financial publications, as well as opinion pieces in influential media on the theme of sustainable investment.
   • Participation in podcasts and webinars: Position the company’s experts on popular financial podcasts and organize webinars on the benefits of investing in renewable energies.
5. Activation on social networks:
   • Content sharing: Encourage organic sharing of press releases, articles and videos on social networks. Use relevant hashtags to increase visibility, such as #SustainableInvestment, #ESG, #RenewableEnergy.
   • Influencer engagement: Collaborate with finance influencers to discuss the fund in their content, whether tweets, LinkedIn posts, or YouTube videos.
   • User-Generated Content (UGC): Encourage investors or interested parties to share their thoughts on the fund, post testimonials or reviews, which can generate additional mentions.
6. Follow-up and amplification:
   • Media monitoring: Use media monitoring tools to track mentions of the fund in articles, blogs and social networks. Analyze the tone of mentions (positive, neutral, negative) and the overall impact on fund awareness.
   • Content amplification: Relay articles and positive reviews on company-owned channels (website, social networks), and consider transforming particularly glowing mentions into case studies or testimonials.
   • Return analysis: Evaluate the impact of media earned on traffic to the fund site, registrations for consultations with financial advisors, and ultimately, subscriptions to the fund.

Expected results :

• Media coverage: The fund obtains articles in prestigious financial publications, and mentions in influential blogs and podcasts, reinforcing its credibility.
• Visibility on social networks: Thanks to organic shares and influencer engagement, the fund gains visibility and discussion on social networks, reaching a wider audience without direct investment in advertising.
• Increased subscriptions: Media coverage and social engagement lead to an increase in requests for information and subscriptions to the fund, demonstrating the effectiveness of media earned in the overall launch strategy.

Conclusion

In this example, Media Earned enables an asset management company to maximize the visibility and credibility of its new investment fund without resorting to massive advertising spend. Thanks to a well-orchestrated strategy of public relations, engagement with media and influencers, and activation on social networks, the company can achieve significant organic coverage, boost brand awareness, and attract qualified investors. Media earned is a powerful lever, particularly in the financial sector, where reputation and trust are essential to success.