In finance, trust is everything. That’s why the most recognized brands invest heavily in building and maintaining their reputation — with customers, partners, regulators, investors and the media. But for companies still working to establish themselves and tell their stories, trust isn’t something that comes automatically. It has to be earned.

Marketing can drive traffic, fill your pipeline and keep prospects engaged. But when it comes to third-party credibility — the kind that sets you apart in a crowded market — the attention you earn when a respected media outlet covers your story or a journalist seeks out your team’s perspective can be a major competitive advantage.

In this post, we’ll break down what earned media is (and isn’t), how it fits alongside your paid and owned channels, when to prioritize it, and how to make your media coverage work harder for your brand.

What is earned media?

Earned media is any coverage or attention you get from reputable third parties — think industry trade publications (American Banker, HousingWire, Business Insurance, etc.), mainstream business outlets (Forbes, CNBC, The Wall Street Journal, etc.), podcasts, analyst reports and the like. 

It’s different from owned media, like your company blog or newsletter, where you control the message and timing of publication. And unlike paid media, where you buy your way in, earned media coverage is picked up by others because your story, insight or perspective adds value. In short, a journalist feels your story or perspective is worth sharing with their readers or viewers. 

That third-party validation matters. Research from the Institute for Public Relations shows that earned media is seen as significantly more credible than paid media and plays a larger role in shaping perception and influencing action.

In fintech and financial services, this kind of credibility goes a long way in reaching your target audiences. Decision-makers tend to be cautious … about new technology, unfamiliar players and big promises. If you’re still in the early stages of building your brand, earned media can provide a powerful credibility boost by signaling that respected voices are paying attention.

If you’ve ever learned about a company for the first time and instinctively Googled it to see whether a trusted outlet has covered it, you’ve experienced the power of earned media firsthand.

How paid, owned and earned media work together

Before diving into when it’s time to pursue earned media, it’s worth stepping back to see how it fits alongside your other media channels.

• Paid media gets you in front of the right audience at the right time. Think digital ads, sponsored content and promoted posts.
• Owned media includes the channels you control, like your website, blog and social platforms. It’s where you shape your story and build relationships over time.
• Earned media is third-party validation: When journalists, analysts or other trusted voices feature your perspective or story without being paid to do so.

Each plays a distinct role in how you tell your story and your brand gets noticed. For companies in highly regulated or complex industries — like financial services and fintech, insurance and insurtech, real estate, and proptech  — getting that mix right isn’t optional. It’s foundational to building visibility, trust and traction across the buyer journey.

How to know when you’re ready for earned media

Pursuing earned media too early can lead to frustration and wasted effort. But at the right time — with the right foundation in place — it can shape how your brand is perceived, build credibility and support long-term growth.

If you’re still in the concepting or early product development stage, it’s probably too soon. The same goes for companies in the earliest stages of funding (pre-seed or seed), when limited resources are better focused on product, traction and validation.

That doesn’t mean you need to check every box before engaging. You’ll get the most value from earned media when it’s part of a broader marketing and growth strategy — not treated as a last-minute or cure-all push for attention. The companies that benefit most are the ones that start laying the groundwork strategically: Building relationships, refining their narrative and positioning their executives as credible voices and thought leaders well before they have a major milestone to promote.

Here are a few signs you might be ready:

• You’ve launched your product and can point to early traction with customers or users
• You’ve secured funding, a market expansion or a partnership that validates your momentum
• Your leadership team can speak confidently about ongoing industry trends, customer needs and challenges, or regulatory dynamics
• You’re prepared to invest time and energy in a long-term strategy — not just a one-off media push
• You have a dedicated marketing strategy and someone on your team overseeing this effort

Earned media isn’t about quick wins. It’s a long-term play for building visibility and trust over time — and the earlier you start preparing, the stronger your outcomes will be.

What smart earned media looks like

Reporters aren’t waiting around for your press release. (And while we’re at it — no, PR isn’t just press releases. It’s a common misconception, and one we’ll unpack another time.)

They’re looking for context, insight and relevance that can help inform their audience. That could mean offering a unique perspective on a market shift, flagging an emerging trend before it hits the mainstream or sharing a customer story that makes something abstract feel real.

Landing coverage is only part of the equation. Just as important is how you extend its impact — by amplifying the piece across channels, weaving it into your sales narrative or using it as proof of credibility with investors and partners. 

That might mean including a recent feature in a pitch deck, referencing coverage in partnership conversations or highlighting a CEO quote in a relevant trade outlet during investor updates. When used well, a single piece of coverage can support multiple touchpoints across channels and audiences, and deliver value far beyond the original headline.

A few ways to make your earned media efforts go further:

• Lead with insight, not self-promotion: Make it about the market, not just your company or product.
• Time your outreach strategically: Tie your story to what reporters are already tracking and provide a unique perspective.
• Build relationships before you need them: It’s easier to earn coverage when you’re already on the reporter’s radar.
• Be responsive and easy to work with: That goes a long way in getting called back.
• Don’t stop at the placement: Share it, repurpose it and use it wherever credibility matters.

The brands that make earned media look effortless usually have a lot more happening behind the scenes — from thoughtful positioning to a well-timed outreach plan. It’s rarely accidental. It’s the result of a clear strategy, built over time, with the right foundation in place.

Looking to get more out of your media strategy?

In highly reputation-driven and highly regulated industries like fintech, financial services, insurance, insurtech, real estate and proptech, trust is more than a differentiator — it’s a requirement. And while earned media can play a critical role in building that trust, it doesn’t work in a vacuum.

At Caliber, we help companies in complex and fast-moving industries connect the dots across earned, owned and paid media to build credibility, increase awareness and get results. Whether you’re starting from scratch or refining your existing strategy, we can help you turn media visibility into meaningful brand equity.

Interested in how we can help you build brand equity through earned, owned and paid media strategies? Let’s talk!