Hasta La Creative!

One good thing about producing and hosting my podcast is that we often stumble into huge ethical debates. Which is how we recently found ourselves tackling the subject of what exactly defines “earned” media, and whether we in the ad world are being cavalier with a subject that could lead many brands into tactical laziness and diminished effectiveness.

First, let me state unequivocally that I believe in the power of earned media. I believe that one heartfelt recommendation of a fan is more effective than 20 brand-created messages. I believe truly earned impressions are a thing of beauty and must be cultivated at every opportunity.

However, I also know that getting enough honest, heartfelt, sincere and organically earned impressions that offer the necessary audience reach is a pipe dream for most brands. It’s simply too noisy in the marketplace and bloggers are increasingly aware of their value to us.

Continue reading at AdAge.com