I was scrolling through LinkedIn and saw a parting wisdom post from Ben Labolt, President Biden’s White House communications director. What he had to say mirrors a lot of what we’ve been discussing about the future of earned media: traditional media no longer reigns supreme, there are too many fragmented media bubbles to keep up with, the social media influencer has more power than we’d like to admit, and podcasts and newsletters should not be ignored.
More than that, though, he proved that even the most powerful office in the world struggles to break through in today’s earned media world.
Which should make you feel better and allow you to say to yourself, “I’m so glad it’s not me!”
It’s not you. It’s not any of us. The world has changed so rapidly that it’s hard to keep up, let alone try to get results like we did even a year ago.
Ben’s post said Biden did 60 interviews across broadcast, podcasts, print, and YouTube in a single year. Even with all of those interviews, he said it was challenging to reach a majority with some of even the biggest ones. He said, “The average person doesn’t see even a big interview anymore. You have to be omnipresent across channels.”
Traditional news sources, while still important, have lost their monopoly on public attention, particularly among younger generations. Americans younger than 35 have largely abandoned conventional news channels in favor of diverse digital platforms, creator content, and social media sources. This shift hasn’t just changed how people consume information—it’s fundamentally altered how they trust and process it.
The challenge isn’t just about reaching audiences anymore—it’s about maintaining consistent presence and credibility across an increasingly complex media ecosystem while combating misinformation and declining institutional trust.
Being Omnipresent Across Channels
It’s hard to believe we live in a world where not even POTUS can go on television and reach all Americans. Some former U.S. leaders are probably rolling over in their graves because of it. And some former business leaders who have retired in recent years are probably grateful they don’t have to navigate this fragmented world where you have to be top-of-mind at all points in the customer journey. That means more than just being covered in the national and local news media.
When Ben LaBolt talks about being “omnipresent across channels,” he’s describing the reality we all face. Your audience might start their day checking Instagram, switch to LinkedIn during work hours, catch up on TikTok during lunch, read their favorite Substack newsletter in the afternoon, and end their day listening to a podcast during their workout or while walking the dog. Think about your own day—how and where do you get your information? It’s likely in all of those places and maybe even more.
And, if your audience is younger than 35, they’re definitely not waking up to read The New York Times or watch the evening news. LaBolt pointed out that the evening news gets you 20 million viewers—but they’re largely seniors. The under-35 crowd? They’re getting their news and information from creators they trust, not traditional media. Heck, I’m not younger than 35, and I can’t remember the last time I watched the news or picked up the newspaper. I get all of my information online.
Earned Media in the PESO Model©
This is where the PESO Model© becomes more crucial than ever. Your earned media strategy can’t just be about pitching journalists anymore. Today’s “earned” media includes:
- Getting featured on influential podcasts in your industry
- Having creators authentically talk about your brand or product
- Being mentioned in newsletters that your target audience reads
- Building relationships with subject matter experts who have strong social media followings
- Generating authentic social media conversations and engagement
- Asking for and receiving reviews
One thing you’ll notice about today’s earned media is that it blurs the lines between shared and paid. What you want to think about with earned media in a 2025 context is whether you earned the mention and whether it gave you credibility among your audiences. Sometimes, working with a creator will be earned because they’re talking about you, but you didn’t pay them. In other cases, it will fall between paid and earned because you did compensate them. Sometimes, it will fall between earned and shared because it’s on social platforms. And sometimes, it’s all three.
This is where the magic of the PESO Model lies—in the integration between the media types. So, if you have earned media that falls between paid and shared, too, you’re doing it the right way!
Think about it this way: instead of trying to make a big splash in one place, create ripples wherever your audiences spend time. It’s not about the home run anymore—it’s about consistently getting on base across multiple channels. How’s that for a baseball analogy?!
Your Modern Earned Media Strategy
So, how do you actually do this? Let’s break down what a modern earned media strategy looks like in practice.
First, map out where your audiences spend their time. Don’t just guess—use data. Look at your website analytics, social media insights, and customer surveys. Don’t be afraid to ask, either. If you have a customer success team, ask them for their insight. Talk to the sales team. Talk to customers online. Start to look at the parallels so you can build your media list to match.
You still want to include journalists, but also add newsletter writers who cover your industry, podcast hosts whose audiences match yours, and creators who align with your values.
When you reach out to these different channels, customize everything. A podcast host needs to know what unique perspective you’ll bring to their listeners. A newsletter writer wants to understand how your story fits their specific beat. And creators? They need to see how partnering with you will provide value to their community without compromising their authenticity.
Here’s a practical tip: create a content ecosystem around each earned media opportunity. Let’s say you land a podcast interview. Before the interview, share insights about the podcast and host on your social channels. After it airs, create owned content that expands on the topics discussed. Then, put some paid promotion behind both the podcast episode and your follow-up content. This integration helps you extract the maximum value from each earned media win.
Making Earned Media Work Harder
The key to modern earned media success isn’t just about where you appear—it’s about making those appearances count.
Start by identifying the proof points that matter most to your audience. When you’re featured in media, ensure those key messages are front and center. Use data, customer stories, and concrete examples to support your narrative. Remember, even in your earned media efforts, expertise and experience are key. Work with your earned media partners to create content that showcases real results and authentic experiences.
For instance, if you’re doing a podcast interview, share specific examples and stories that listeners can relate to. When working with creators, give them behind-the-scenes access so they can share genuine experiences with their audience.
Build a repository of customer stories, case studies, and data journalists and creators can reference. The more proof points you can provide, the more likely your earned media will resonate with skeptical audiences.
Plus, having this evidence ready makes you a more valuable source for media partners—they know you can back up your claims with substance.
Remember to measure the effectiveness of each earned media hit differently. Traditional metrics like impressions and reach aren’t enough anymore. Look at engagement metrics, audience sentiment, and, most importantly, whether the coverage moves the needle with your target audience. Use these insights to refine your approach and focus your efforts.
Making Omnipresence Manageable
I know what you’re thinking: “Great, Gini, you’ve told me I need to be everywhere, but I’m already stretched thin. How am I supposed to do all of this?”
Let’s talk about how to make omnipresence manageable without driving yourself (or your team) crazy. The secret isn’t working more—it’s working smarter with the content you already have.
Start by mapping your earned media efforts beyond traditional journalists, such as:
- Industry-specific podcasts where your expertise fits
- Newsletter writers who cover your space
- Industry analysts and research firms
- Professional associations that need speakers and content
- Trade publication journalists and freelancers
- Industry-specific creators and influencers
- Community builders with engaged audiences
As you create that list, pay close attention to if there are outlets on your list that aren’t allowing AI to scan their sites. While you may still want to pitch them because your audience is there, you should consider whether or not those placements are helpful if they don’t appear in AI search.
Once you have created that list, develop your expertise profiles for the different opportunities. For each area where your subject matter experts can provide expertise, develop the following:
- The unique perspective you bring to the conversation
- Three to five key talking points
- Specific examples or case studies that illustrate your points
- Data or research that backs up your position
- How this expertise can be valuable for different types of media
This preparation makes it much easier to respond to opportunities across channels quickly. When a podcast opportunity arises, or an influencer asks how they can help, you’re not starting from scratch—you’re adapting your expertise profile to fit their format.
Ok, now that you have completed all that work, segment your media list by type and engagement level. Not every relationship needs the same amount of attention. Some creators might need regular interaction, while others only need quarterly check-ins. Create a relationship matrix that helps you prioritize where to spend your time.
Using Data to Make Decisions
When developing your earned media strategy in this fragmented landscape, success comes down to knowing exactly where your audiences get their information and being there consistently. But here’s the catch—you need data to drive these decisions, not just hunches about where you think your audience spends their time.
Start by auditing where your current efforts reach your audience. Look at engagement metrics, not just impression numbers. A podcast interview that generates hundreds of meaningful conversations might be worth more than a national TV placement that your audience never sees. Or a trade publication might be more powerful than a social media influencer … or vice versa.
Use tools like Google Analytics to track referral traffic from earned media placements and social listening tools to monitor how your earned media content spreads across the different channels.
Remember what LaBolt said about the power of being “omnipresent across channels”? That insight about the President doing 60 interviews yet still struggling to reach everyone should influence how you plan your earned media strategy. Each media hit needs to work harder for you, even if the core story remains the same. A great placement should lead to podcast opportunities. A successful podcast interview should open doors with newsletter writers. The key is understanding how to create momentum across channels while maintaining message consistency. A well-placed article in an industry newsletter could open doors to work with influencers.
Most importantly, think long-term while acting short-term. Build relationships with media partners who can grow with you. The creator who has a small but engaged audience today might be tomorrow’s major influencer. The newsletter writer covering your niche might launch a podcast that perfectly aligns with your audience. These relationships are investments in future earned media opportunities.
Traditional Media Relations No More
When Ben LaBolt shared his parting wisdom about the White House’s communication challenges, he validated what many of us have been experiencing: earned media isn’t what it used to be, and that’s okay. If the President of the United States struggles to break through with traditional media approaches, we shouldn’t beat ourselves up when we face similar challenges.
Instead, we should embrace this new reality. Yes, it’s more complex. Yes, it requires more relationship building. And yes, it means we have to think differently about what “earned media” really means in 2025. But it also offers unprecedented opportunities to reach our audiences in more meaningful ways.
The key is to stop thinking about earned media as a series of one-off placements and start seeing it as an interconnected web of relationships and opportunities. Each podcast appearance, newsletter mention, or creator collaboration should build on the others, creating momentum that carries your message across channels and platforms.
As you implement these strategies, remember: success in modern earned media isn’t about being everywhere at once—it’s about being strategic about where you show up and making each appearance count—and using the other media types to amplify your efforts.
Use data to guide your decisions, build relationships that can grow with you, and always keep your focus on providing value to your audiences.
The future of earned media might not look like what we’re used to, but it’s full of possibilities for those willing to adapt and evolve.
