What is a primary challenge of earned media?

The primary challenge of earned media lies in the fact that there is no control over the coverage it receives. Earned media refers to publicity gained through promotional efforts other than paid advertising, such as press coverage, word-of-mouth, and social media shares. Because it is generated by external parties, such as journalists, influencers, or customers, the brand cannot dictate how it is portrayed or the narrative that develops around it. This lack of control means that even positive efforts can lead to negative stories if the context is misrepresented or if there are differing interpretations.

In contrast, other aspects such as gaining traction involves time but is often influenced by the quality and relevance of the content. Budget requirements are typically lower for earned media than paid channels since it relies on organic reach and relationships. Although feedback can vary, it is not accurate to say that earned media is always positive; there can be neutral or negative coverage as well. Thus, the uncontrollable nature of earned media is its defining challenge.