Earned media placements are important because, not only do they allow you to communicate your message and reach a specific audience, but you also receive an instant boost in credibility and reputation. When a consumer sees an ad on TV, they are well aware that the company paid for that commercial placement. But when someone is interviewed on live television, they are viewing that person as an expert and leader in their field, and they are far more likely to trust what you say about a product or field, as opposed to what a paid actor in a commercial ad might be saying.
Paid placements are where you pay for advertising, such as when you buy ads on Google or run video pre-roll ads. Paid media is also used in the form of paid search (Google AdWords) and paid social (Facebook Ads).
However, placements achieved from a PR firm would be considered “earned media,” and this is when you are featured in a media outlet without paying for this attention, such as in an interview or an online mention.
While advertising and PR are both pillars within the media industry, the benefits of public relations do outweigh that of advertising in terms of the instant credibility your brand receives, the overall reach and ROI from earned placements, and the long-term connections and networking opportunities that stem from meeting experts in the media field.