Do You Pay for Press? The Real Difference Between Paid and Earned Media

Jul 14

Paid vs. Earned Press: Why PR Is About Value, Not Just Visibility

There’s a common misconception that hiring a publicist means you're simply paying for press. But public relations and advertising are not the same, and understanding the difference between paid and earned media is essential if you want visibility that actually builds trust and credibility.

Let’s break it down.

Paid Press = Ads

Paid media is exactly what it sounds like, you’re purchasing space to be featured. Think print ads, sponsored podcast mentions, or paid placements on digital sites. You control the message, but you’re also paying for that control.

One full-page ad in Good Housekeeping, for example, can cost upwards of $500,000. That’s one placement, one moment, one price tag. In contrast, many publicists help secure multiple press features for a fraction of that cost, features that carry far more weight.

Why that matters:

There’s no screening process for ads—if you can pay, you can publish.
Conversions aren’t guaranteed, especially if there’s no alignment between the ad and the audience.
You can’t truly leverage an ad as credibility. It doesn’t build trust because it wasn’t earned. Most people can spot a “sponsored” feature instantly.

Earned Press = Trust

Earned media is what PR is built on. These are stories that journalists, editors, and podcast hosts choose to tell because they believe their audience will find them valuable. A publicist’s role is to present those stories in the right way, at the right time, to the right people.

There’s no guarantee of coverage. That’s the point.

If a media contact says yes, it’s because they see your value. It’s a true third-party endorsement. And that makes all the difference—because your audience can feel when something is authentic.

Why earned media goes further:

You can proudly say “I was featured in Forbes” (or Well+Good, USA Today, etc.), because you were & your brand erned it.
Those features become part of your brand story, not just a fleeting ad.
The ripple effect is real. One feature can lead to five more, seminar invites, collabs, etc., all from being aligned with the right audience and message.

Reach more people, with more impact

Social media can only get you so far. Algorithms shift, audiences change, and reach is limited. But earned media allows you to tap into new communities, through platforms people already trust.

Plus, the ROI is unmatched. Instead of paying for one expensive ad, you're investing in long-term visibility, thought leadership, and strategic brand growth.