Earned media, also known as free media, is any content about a person or organisation that’s published by a third party without being paid to do so. In 2025, brands face growing consumer scepticism. Traditional advertising and promotion are losing effectiveness, and trust is more difficult to earn. These conditions are forcing businesses to rethink how they build lasting credibility.
This shift is precisely why earned media has become indispensable. If your brand isn’t leveraging PR as a key component of your marketing mix, you’re missing out on both visibility and vital consumer trust.
Here’s why earned media should be your strategic priority this year, along with actionable insights to make it work for your brand.
Trust Crisis: Consumers Have Stopped Trusting Ads
Consumers in 2025 are increasingly sceptical of paid advertising. Recent surveys show that fewer than a third of UK consumers feel confident in traditional media and social platform ads. This ongoing decline in trust has shifted attention toward more authentic, experience-based recommendations.
Authenticity now plays a central role in purchasing decisions. British shoppers are actively seeking advice from friends, family, and independent voices before committing to a brand, placing greater value on real-world feedback over polished promotions.
Consumers seek authenticity that paid advertising alone can’t deliver.
Earned Media: The Ultimate Trust Builder
Earned media; unpaid coverage such as reviews or press mentions; delivers the authenticity consumers expect, and often crave.
Being featured on reputable news websites and printed media increases a brand’s credibility. According to the 2025 Reuters Institute Digital News Report, online influencers remain among the least trusted sources of information in the UK, with widespread uncertainty about the reliability of content seen on social platforms.
Coverage from established media outlets provides independent verification that builds public trust. In 2025, appearing in credible press is a necessary part of brand strategy.
Media Trends Favouring Earned Media in 2025
Understanding current media trends explains why PR and earned media are thriving right now.
-
Radical Transparency Resonates
Today’s consumers aren’t interested in perfect brand personas; they’re interested in honesty. Vogue Business recently highlighted that brands openly acknowledging challenges or mistakes through earned media are viewed as more relatable and trustworthy. This transparency is precisely what helps brands cut through and build deeper connections.
-
Creator‑Led Content Is Popular, But Trust Is Eroding
Influencer and creator-led content still dominates social media, but its trustworthiness is under growing scrutiny. According to the 2025 Reuters Institute Digital News Report, influencers rank among the least trusted sources in the UK. As a result, more users are turning to accounts run by reputable journalists and established news outlets. While brands continue to partner with smaller creators, earned media from trusted voices is becoming increasingly valuable.
-
AI and Misinformation Have Made Trust Essential
At the same time, concern about AI-driven content is rising. A 2025 KPMG UK report on AI and trust found that misinformation, particularly from artificial sources, is a major concern for UK consumers, further increasing the value of genuine human recommendations.
Winning PR Strategies for Brands in 2025
So how do you successfully leverage earned media right now?
-
Invest in Genuine Relationships with Journalists and Editors
Maintain consistent contact with media personnel. Provide useful insights and updates regularly to support future visibility and improve the chances of coverage.
-
Position Experts Within Your Brand
Present in-house experts as genuine, trusted voices in your field. By regularly sharing expert insights or contributing guest content, you establish your brand as a credible authority and help generate steady, high-quality earned media coverage.
-
Integrate Earned with Owned and Paid Media
Share earned media through your channels, including news blogs, posts, and e-newsletters. Support the most effective coverage with selective paid promotion.
-
Measure Beyond Mentions
Public relations strategies are shifting accordingly. Marketers are now prioritising impact-driven metrics such as brand sentiment, consumer engagement, referral traffic, and actual conversions. In 2025, true success is about resonance just as much as reach.
Paid Ads Make Awareness. But Earned Media Builds Trust
Earned media is essential for brand and business success in 2025 and beyond. Consumers actively tune out of polished paid advertising and social media influencers but actively seek authenticity and trustworthy validation.
Within this emerging climate, a strong PR strategy grounded in transparency, personal connections, influencer authenticity, and data-led measurement stands out as a genuine channel of influence.
By making earned media an important part of your marketing approach, your brand and business is more likely to thrive within the trust crisis. PR becomes your brand’s trust engine. Use it strategically, integrate it effectively, and you’ll find that authenticity not only resonates deeply but also drives lasting success.
If you would like further information about how we can help you, please contact us.
