Earned media refers to channels where a brand or company’s message is disseminated by independent third parties without prior payment or solicitation. What distinguishes it is the credibility conferred by relaying the message through sources external to the brand, although this implies a loss of control over the narrative surrounding it. This form of communication can sometimes generate negative repercussions, but it has gained influence with the rise of social media. Earned media is thus distinct from both paid and owned media.