Why earned media is winning 

A recent discovery found that 57% of PR agencies globally have reported an increase in the importance of earned media in the current economic climate (source: PRovoke Media), with 88% of PR specialists describing digital storytelling as being the most impactful future trend (source: Meltwater).  

To explore this further, the Hey Me team has broken down the reasons that we believe companies may be preferring to focus on crafting PR activities and press releases over spending on advertising and the tricky changes taking place for SEO.  

Molly 

With the recent breakdown of X (formerly Twitter) and new content moderation laws on TikTok, companies are increasingly turning to earned media sources due to a hesitancy to push paid campaigns on these platforms. I’ve noticed a shift in reliance on advocacy and recommendations from others, from paying for advertising. 

Over the past few years, Facebook ads have become less effective due to algorithmic and policy changes, resulting in a decreased likelihood of ads being seen by a business’s target audience as well as higher ad costs. 

On the other hand, paid ads on other social media platforms, including LinkedIn and Instagram, have been proven to remain effective at generating reach. Instagram is utilising the power of influencers and LinkedIn ads use precise targeting to reach specific, relevant audiences that are likely to engage with the content. Similarly, the visual aspect of Instagram makes it a strong contender for capturing the relevant people’s attention. 

Amy 

I think the resurgence of PR has been building quietly since Covid and Brexit. As a result, we’ve seen both PR firms and employees in PR roles increasing in number over the past 5 years.   

As individuals seek more and more authentic connections, there’s been a growing demand for earned media over paid media and in the past year AI has reinforced that ‘need’ further.  

At Hey Me we’ve always believed that PR was and is central to visibility both on and offline with an integral role to play in building authority; online, through its role in SEO, backlinks, social media and organic traffic and offline or more traditionally, as it manages public perception whilst building reputation and trust, and this is just what is being reinforced today.   

AI search summaries have changed the way we use search engines with many not even clicking on the links that appear and relying on the initial summary. This is changing the game for SEO as summaries take their information for different sources, placing much more emphasis on content than links.   

In our eyes, businesses just can’t exist and grow successfully without PR and the strategic storytelling that it encompasses to deliver brand messages to target markets efficiently and consistently using the platforms their customers prefer and accept.  

Emma 

In the age of AI, authenticity has never been more important. Whilst it certainly has its benefits, AI poses a challenge as it can leave us confused, wondering whether what we’re seeing online is accurate. Therefore, producing content with an authentic, human voice is key.   

No better way can this be achieved through a well-executed PR strategy. PR professionals fully understand how to shape a story that matters and ensure that an authentic voice permeates throughout. Considering every single touchpoint, this transparency hits every single content output, from what you see in the media via a finely tuned press release, to social media.  

As a tactic, PR should and we believe will remain a key channel to communicate brand stories, in a credible, meaningful and honest way.  

If you are looking for a compelling press release that’s likely to get picked up in your industry, get in touch with Emma Lever at emma@hey.me.co.uk