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 industry, as opposed to what a paid actor in a commercial ad might be saying.