Why Earned Media Outranks Sponsored "Ads" Content: A Publicist’s Take
- Kelila Shapiro
- Jul 3
- 4 min read
Updated: Jul 7
ShapiroPR has long championed the power of earned media, and for good reason. In an age where audiences are increasingly skeptical of paid endorsements and “native” ads masquerading as journalism, editorial credibility has never been more critical. While sponsored publications have their place, there’s no substitute for real press earned through strategic storytelling, industry relationships, and reputation-building.
Why Earned Media Outranks Sponsored Content: What is Earned Media?
Earned media refers to the organic coverage your brand receives in legitimate editorial outlets. It’s a journalist quoting your expertise, a reporter featuring your business in a trend piece, or a TV producer inviting you on-air for your insights. You don’t pay for this placement; it’s gained through newsworthiness, not a credit card.
As communications pro Gini Dietrich states in her article, "Earned Media vs Paid Media: The Truths No One Wants to Hear," earned media means you’ve done something so interesting, compelling, relevant, timely, or provocative that a journalist or blogger wants to write about it."
This is the kind of attention money can’t buy—but great PR can earn.
What are Sponsored Publications?
Why Earned Media Outranks Sponsored Content. Sponsored publications fall under the category of paid media. You write an article, submit a payment, and it gets published, often in a format designed to look like editorial content. Some popular outlets such as Forbes, Entrepreneur, INC., Business Insider, Yahoo, USA Today, etc., sell these placements as what is referred to as, “native advertising”, hoping to blend in with organic stories.
But guess what? It's still advertising and a one-hit-wonder unless you can afford to buy ads on a continuous basis. That's the nature of advertising. It's inherently less trustworthy than earned media, so it requires ongoing spend that does nothing to build your brand. There's also no guarantee that sponsored ad spots will convert into real sales, it's actually less likely.
These sponsored, "native ad" posts may be labeled as:
Sponsored
Paid Post
Partner Content
Presented By
As seen in
But no matter the label, readers are quick to spot that these are ads, not unbiased features. There's no third-party endorsement from the editors or the publication, unlike earned media, which is more valuable because it's "earned." Consumers recognize value in products and ideas that were not bought and paid for.
The SEO Power of Earned Media vs. Paid Posts
How does Earned Media Compare to Paid Posts? What Holds More Credibility and Backlink Value?
From an SEO perspective, earned media wins hands down. Why?
High-Authority Backlinks: Google places far greater weight on natural editorial backlinks than on links from paid or sponsored content. An earned placement in Forbes or The Wall Street Journal gives your domain a boost that paid posts can’t replicate.
Longer Shelf Life: Earned media tends to stay live longer, whereas many sponsored placements are time-bound or removed after a campaign ends.
Better Click-Through and Engagement: Readers are more likely to trust and engage with a genuine editorial than with a post that has “Sponsored” stamped on the top.
As Spin Sucks writer Gini Dietrich states:
"People are smart. They know the difference between editorial and advertising, even when it’s 'native.'"
The Cost of Sponsored Posts vs. the Value of Earned Media
What are the economics? Let’s break it down below.
Media Type | Average Cost | Credibility | SEO Value | Perception |
Sponsored Article | $1,500 - $10,000+ | Low to moderate | Minimal | Readers may skip or distrust |
Earned Media Feature | $0 (excluding PR retainer) | High | Strong | Trusted, vetted, respected |
You could spend thousands for a fleeting appearance on a sponsored platform, or invest that same budget into a strategic PR campaign that builds a portfolio of media wins, which are marketing gold for your brand and your business. People take notice.
Drawbacks of Sponsored Publications
1. Lack of Editorial Integrity
When you pay for space, there’s little to no journalistic vetting. Your content isn’t fact-checked, nor is it selected based on its news value. This can hurt your credibility with media-savvy consumers.
2. Labeling Reduces Trust
Even the best-written sponsored content carries the baggage of the "sponsored" label. In fact, 56% of readers say they feel misled by native advertising when it's not clearly distinguished from real journalism. Once trust erodes, your content has less impact.
3. Poor Link Equity
Google’s algorithm is increasingly skeptical of paid placements. Links from sponsored content are often tagged as nofollow or sponsored, meaning they pass little to no SEO value to your site.
Why Does Earned Media Delivers Long-Term ROI?
Earned media isn’t just a one-off win. It builds momentum. A mention in one outlet can lead to a chain reaction:
Other journalists cite your expertise, opening opportunities for more stories and interviews
Your SEO improves
Social media engagement increases with shares and chatter
New audiences discover you through search
Distributors and buyers see your products and content
These are compounding benefits that make earned media a long-term asset, not just a campaign blip.
Writer Gini Dietrich summarizes it perfectly in her article from Spin Sucks:" Earned media gives you third-party credibility that paid cannot."
Final Thoughts From Veteran Publicist
Kelila Shapiro of ShapiroPR
"We believe in the long game. PR is a strategic investment that yields dividends for years to come. We don’t chase daily headlines that just disappear the next day; we build narratives that engage and build credibility for our clients to become a regular media resource for their expertise, quotes, and product features. Our goal isn’t just to get your name in print; it’s to get your message remembered and trusted."
If you’re weighing the cost of a one-time sponsored piece against the impact of a carefully executed PR strategy, consider the evergreen value of credibility, trust, and earned attention.
Ready to turn your story into real media traction?
Contact ShapiroPR today to learn how we help clients earn, not buy their spotlight.
Founder & Publicist
P: 323-951-9300
Cell/Text: 323-363-1824
Email: Kelila@ShapiroPR.com
On the web: www.ShapiroPR.com
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--See you soon, ShapiroPR
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