Paid vs Earned: When to Pay for Media &When to Sit Tight

by Ruth Bennett

Ah, the age-old PR question: should you pay  to get placed, or hold out for earned  coverage? In 2025, the lines between paid and earned media have blurred more than ever, with publishers increasingly offering “editorial” placements that are, in truth, hybrid ad opportunities. The answer to whether you should pay? It depends on why you’re there, the story you want to tell and where your audience is scrolling. 

The role of Paid Media 

Paid media offers instant visibility, full message control, and somewhat measurable ROI. When you have a launch date looming or need to reach a specific demographic swiftly, a paid partnership can cut through the noise and deliver consistent exposure to your target audience. You decide the message, the imagery, and the timing, which means it works particularly well for new product launches when you need to create buzz and demand instantly.​ 

Paid coverage in aspirational lifestyle titles for example, can be worthwhile if that’s where your audience lives. It functions as an endorsement and your brand sits alongside others your target consumers already admire and know, subtly reinforcing aspiration and trust. The best way to maximise opportunities like this is with an authentic creative, a strong product hook, and a clear CTA to encourage conversion. 

The Power of Earned Media 

Earned media, meanwhile, is the most influential PR tool. It’s the press you didn’t pay for and usually consists of a glowing review, a viral mention, or a feature that positions your brand as genuinely newsworthy or worth the hype. Audiences instinctively trust earned media because it feels impartial and can often be the next best thing to word of mouth. In fact, a survey by PR Week revealed that 78% of marketing leaders believe earned media is more effective than paid ads for driving reputation and long-term engagement.​ 

But it takes time, persistence, and on-going relationships. You can’t often control when you’re covered but when it lands, it delivers something no paid placement can: credibility. 

The Sweet Spot: Paid Meets Earned 

The most effective brand strategies blend the two and take a 360-degree view when it comes to generating awareness for campaigns. Paid amplification (like promoting a piece of organic press, influencer endorsement, or customer story) gives your most authentic content a louder voice. Likewise, strong earned coverage adds a halo of trust (or Best Buy badges) to your paid campaigns.

When to Pay vs When to Earn 

• Pay when: you’re launching a new brand, product, or event and need guaranteed exposure for a specific period  

• Earn when: you want to maintain a constant drumbeat within the media, you’re supporting bigger paid activations, nurturing reputation or building corporate profiles and thought leadership 

• Blend when: you have strong earned assets worth amplifying or need to feed algorithms that increasingly blur ad and editorial. 

So, is Paying for “Earned” Worth It? 

If an aspirational outlet perfectly mirrors your audience’s lifestyle and meets you target demographic, paying for editorial-style brand inclusion can be strategic, especially if it opens the door to future organic coverage or positions your brand in the right circles. What matters most is your budget and whether the investment aligns with your brand goals and feels authentic to your consumer. 

Because whether paid or earned, credibility is still the real currency. 

Need an expert hand in your story? Drop us a line at hello@visiblepr.co.uk and we’ll help you shape and land your news story today.