Being part of The C-suite in any company is a monumental responsibility that requires a diverse skill set and a deep understanding of various aspects of the business. Achieving such a position usually involves years of hard work, experience and a fair share of challenges.

CEOs, in particular, are often tasked with overseeing multiple aspects of the business, from sales growth to financial stability and brand management. While members of the C-suite are undoubtedly knowledgeable, there is one area that often escapes their attention: earned media.

Connected: What is earned media and what is its value?

Why won the media issue

Earned media occupies an important place in an organization's success story because of its ability to strengthen credibility, enhance brand reputation, and expand the reach of its message. Unlike paid media, which includes advertising, earned media includes press coverage, social media mentions, and word-of-mouth referrals. Consumers tend to trust earned media more because it is seen as unbiased and truthful.

Research by YouGov shows that more than 90% of consumers trust earned media. Positive coverage from reputable sources not only validates the organization's credibility, but also introduces it to new audiences, thereby increasing visibility and brand awareness. Additionally, earned media sparks conversations and interactions, driving deeper engagement with audiences and strengthening brand loyalty. In fact, a significant part – ranging from 25 to 40% — all traffic and lead generation originates from earned media. By harnessing the power of earned media, organizations can amplify their message, establish authority in their industry and drive sustainable growth.

Why the C-suite often ignores earned media

In my firm's experience, CEOs and executive teams tend to overlook earned media because of several misconceptions:

• Perception of importance: Some CEOs underestimate the importance of earned media compared to other marketing channels. They may not fully understand its impact on brand reputationconsumer confidence and perception.

• Resource limitations: Developing a robust earned media strategy takes time, effort and resources. CEOs may prioritize areas of business that offer immediate returns, overlooking the long-term benefits of earned media initiatives.

• Measurement challenges: Many CEOs mistakenly believe that earned media is difficult to measure. However, advances in analytics tools like GA4, UTM tags, and media monitoring software have made it very measurable.

• Focus on immediate ROI: CEOs often feel pressure to deliver immediate returns on investment, causing them to overlook the time-intensive nature of earned media strategies.

Perhaps most importantly, earned media is a long-game strategic tactic that CEOs need to understand in order to harness its full potential. Unlike paid media, which often delivers immediate results but comes with high prices, earned media requires patience and persistence. While paid placements can cost thousands of dollars, securing coverage through earned channels like featured articles only requires investing time in writing and presentation.

Although the process may not provide instant gratification, the trust-building results it generates over time are invaluable. CEOs who recognize and commit to earned media can reap significant dividends reliabilityreputation and lasting audience engagement.

Connected: 6 strategies to maximize earned media for your brand

Reframing the Narrative: Aligning Earned Media with the Marketing Sales Funnel and Buyer's Journey

Challenging conventional wisdom, I've come to realize that earned media is more versatile and influential than commonly believed. It traverses every stage of the marketing and sales funnel the buyer's journeyfrom building awareness to driving loyalty.

Consider this scenario: You create a compelling featured article that showcases your industry expertise and addresses a common challenge your customers face. The article is published in a major media outlet, generating awareness for your brand. You then share the article on social media, targeting users in the consideration stage who are already engaged with your brand. Additionally, you include the article in your website content and email newsletters, catering to prospects in the consideration stage. As prospects move through the conversion stage, you leverage the credibility of the article to drive conversions, strengthening their trust in your brand. Finally, in the loyalty phase, you use the testimonialsa form of earned media, to reinforce brand advocacy and deepen customer loyalty.

Connected: Why Earned Media is the best way to earn your reputation

For internal PR and marketing executives, bridging the understanding gap within the C-suite presents a major challenge. While traditional business education often overlooks earned media, its potential for extraordinary results remains undeniable. Encouraging the C-suite to embrace earned media requires patience and persistence, accompanied by a compelling showcase of its tangible benefits. As the business landscape evolves, pushing the C-suite to explore earned media can open new avenues of growth and elevate the organization's narrative to new heights.