You’ve defined your brand. You’re showing up online. But there’s one thing that builds trust faster than anything else:
Other people talking about you.
This is the power of earned media — when your brand grows not because you say you're great, but because others confirm it for you.
From glowing testimonials to being quoted in an article, earned media increases visibility, authority, and trust — without paying a cent.
🎯 What Is Earned Media (and Why Does It Matter)?
Earned media refers to any brand exposure you don’t control directly and don’t pay for — it’s what happens when others recognize, reference, or recommend you.
This includes:
Testimonials and endorsements
Press coverage or podcast features
Word-of-mouth referrals
Online reviews or comments
Mentions on blogs, newsletters, or social media
Why it matters:
It’s more persuasive than self-promotion
It extends your reach beyond your own audience
It builds SEO authority and credibility over time
89% of consumers trust recommendations from people they know.
70% trust online reviews from strangers.
(Source: Nielsen)
Now let’s make it part of your brand strategy.
🧩 Step 1: Get Testimonials That Tell a Story
Don’t just collect praise — collect evidence.
Ask clients, students, or collaborators to share:
What challenge they had before working with you
What you did or brought to the table
The result or transformation they experienced
👉 Instead of:
“Karen was great to work with.
Aim for:
“Before working with Karen, I was overwhelmed by personal branding. His clarity and process helped me finally understand my voice and build a website I’m proud of.”
How to collect them:
Send a short feedback form post-project
Ask on a quick call or via email
Repurpose kind words from DMs or reviews (with permission)
Place them prominently on your site, LinkedIn, sales pages, or email signature.
🎙️ Step 2: Get Featured on Podcasts or Blogs
One of the fastest ways to grow your authority? Get interviewed.
You don’t need to be “famous” — just helpful and specific.
Where to start:
Podcasts in your niche (search on Spotify or Apple)
LinkedIn newsletters or industry blogs
Substacks or Medium publications with relevant audiences
How to pitch yourself:
Mention something you enjoyed from their work
Highlight the value you could bring (with 2–3 topic ideas)
Keep it short, kind, and clear
👉 Example:
“I help freelance designers create scalable systems for their business — would love to share lessons learned with your audience.”
Pro tip: Pitch 5 small shows before aiming for the big ones. Build momentum.
🧭 Step 3: Make It Easy for People to Recommend You
If someone wanted to introduce you to a potential client, investor, or podcast — would they know what to say?
Make it easy by:
Having a clear, short brand statement on your LinkedIn headline
Creating a page with your bio, photo, and topics you speak/write about
Giving people a few “swipeable” sentences they can use to introduce or recommend you
👉 Example:
“This is Karen — she helps professionals turn their personal story into a powerful online brand.”
This isn’t arrogant. It’s respectful of people’s time and ensures your message stays clear.
🧠 Step 4: Engage Publicly with People You Admire
Earned media isn’t just about being discovered — it’s about building relationships that lead to organic mentions.
You can start by:
Commenting on LinkedIn posts or Substacks with thoughtful takes
Quoting others in your own posts (and tagging them)
Re-sharing their content with a personal note
When you consistently show up in someone’s feed with smart, positive energy, they notice. And eventually, they may invite you onto their platform.
That’s earned media — grown through generosity and relevance.
🔁 Step 5: Repurpose and Amplify Every Win
If someone says something great about you, don’t let it disappear in a feed.
Turn client praise into a testimonial
Turn a podcast episode into blog content or LinkedIn posts
Screenshot a kind comment and share it in your Stories
Add featured logos (“As seen in…”) to your website
The key is: let earned media build momentum. Don’t wait for the world to notice — spotlight the good that’s already happening.
✅ Recap: Earned Media Tactics That Work
Tactic | Action Step |
|---|---|
Get testimonials | Ask clear, outcome-driven questions |
Land guest features | Pitch small podcasts or blogs first |
Make intros easy | Share bios and talking points in advance |
Engage publicly | Show up where your audience hangs out |
Repurpose praise | Feature kind words in multiple places |
🔗 What’s Next?
People are talking. Now — are you ready to amplify your message with intention?
➡️ Read next: Is Paid Promotion Worth It? Smart Budgeting for Personal Branding