{"id":140436,"date":"2025-09-30T17:47:05","date_gmt":"2025-09-30T21:47:05","guid":{"rendered":"https:\/\/bicom.ca\/2025\/09\/30\/why-earned-media-still-beats-paid-hype-and-always-will\/"},"modified":"2026-01-25T17:46:25","modified_gmt":"2026-01-25T22:46:25","slug":"why-earned-media-still-beats-paid-hype-and-always-will","status":"publish","type":"post","link":"https:\/\/bicom.ca\/en\/2025\/09\/30\/why-earned-media-still-beats-paid-hype-and-always-will\/","title":{"rendered":"Why Earned Media Still Beats Paid Hype \u2014 And Always Will!"},"content":{"rendered":"<p><i><span data-contrast=\"auto\">In the era of influencers, TikTok trends, and ever-expanding digital platforms, it\u2019s easy to assume that traditional media relations have lost their relevance. Yes, those channels matter, but overlooking traditional earned media in your communications strategy can be a costly mistake. The truth is, nothing matches the credibility, depth, and long-term value that comes from being featured in a trusted publication.<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">At bicom, traditional media relations aren\u2019t just a service offering &#8211; they\u2019re part of our DNA\u00a0 (it probably helps that a few of our team members come from a journalism background, myself included <\/span><span data-contrast=\"auto\"> )<\/span><span data-contrast=\"auto\">. From the very beginning almost 20 years ago, we\u2019ve been building and nurturing long-term, trustworthy relationships with leading journalists across Canada. Those relationships consistently pay off in very tangible ways for our clients.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Take <\/span><strong><a href=\"https:\/\/hettas.ca\/?shpxid=91bc7c31-b984-4e8a-9ffa-69c0fe67121c\"><i>Hettas<\/i><\/a><\/strong><span data-contrast=\"auto\">, a Vancouver-based sports footwear brand, that saw sales rise by more than 30% after we secured coverage in <\/span><i><span data-contrast=\"auto\">La Presse<\/span><\/i><span data-contrast=\"auto\"> in Quebec and the Vancouver Sun in English Canada. The owner was thrilled to see the real link between the publication going live and spike in her e-commerce activity. We saw similar traction with <\/span><a href=\"https:\/\/emilyspillow.com\/en?country=CA\"><strong><i>Emily\u2019s Pillow<\/i><\/strong><\/a><span data-contrast=\"auto\"> during its Canadian launch, where earned visibility quickly translated into consumer awareness.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-135173\" src=\"https:\/\/www.bicom.ca\/wp-content\/uploads\/2025\/09\/17.jpg\" alt=\"Two people sitting on stairs wearing Hettas shoes. On the other half of the image, we see silk pillowcases with white and orange checkered patterns from the French brand Emily's Pillow.\" width=\"458\" height=\"290\" \/><\/p>\n<p><span data-contrast=\"auto\"><img decoding=\"async\" class=\"alignright wp-image-135175\" src=\"https:\/\/www.bicom.ca\/wp-content\/uploads\/2025\/09\/19.jpg\" alt=\"Person wearing beige Tundra boots by Kamik walking on rocks\" width=\"220\" height=\"274\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">During a period marked by a tense tariff war that disrupted international trade, we put forward <\/span><a href=\"https:\/\/www.kamik.com\/?srsltid=AfmBOoogU9S_qnV311JcNifEpv1WaZ_E1TrZNFuxubsNiqZvSGqTI5AG\"><strong><i>Kamik<\/i><\/strong><\/a><span data-contrast=\"auto\">\u2019s local appeal as a differentiator. Media were eager to highlight homegrown success stories, and this narrative resonated strongly with both journalists and readers. The result? Coverage that not only amplified the brand\u2019s visibility but also tapped into a wider sentiment of supporting Canadian-made products &#8211; momentum that directly translated into stronger sales and lasting brand affinity. That kind of earned visibility doesn\u2019t just drive short-term results. It creates credibility and recognition that fuel long-term growth.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h4><\/h4>\n<h4><\/h4>\n<p>&nbsp;<\/p>\n<h4><b><span data-contrast=\"auto\">Credibility You Can\u2019t Buy<\/span><\/b><\/h4>\n<p><span data-contrast=\"auto\">An article in a respected outlet is not just \u201ccoverage\u201d &#8211; it\u2019s third-party validation. Journalists apply rigor, context, and authority to your story. That endorsement builds a level of trust with consumers, investors, and partners that no sponsored post can deliver. Another factor brands often overlook is the premium audience<\/span> <span data-contrast=\"auto\">that traditional media delivers. Readers of established outlets tend to be more educated, loyal, and often more affluent &#8211; exactly the kind of audience many brands strive to reach. Coverage in respected publications not only lends credibility but also places your message in front of consumers with higher purchasing power and stronger brand loyalty. That type of exposure is difficult to replicate through purely digital channels.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h4><b><span data-contrast=\"auto\">Consistency Builds Reputation<\/span><\/b><\/h4>\n<p><span data-contrast=\"auto\"><img decoding=\"async\" class=\"alignright wp-image-135177\" style=\"letter-spacing: 0.57px;\" src=\"https:\/\/www.bicom.ca\/wp-content\/uploads\/2025\/09\/18.jpg\" alt=\"Woman lying on a bed wearing a black WonderBra lingerie set.\" width=\"240\" height=\"307\" \/>Too often, brands make a splash with one big media push, then go silent until the next product launch. That inconsistency erodes momentum. The brands that win are the ones that maintain a steady media presence, building recognition and trust over time.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-ccp-props=\"{&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A great example here with one of our long-standing clients <\/span><a href=\"https:\/\/www.wonderbra.ca\/en\/?device=c&amp;gad_campaignid=18492187661&amp;gad_source=1&amp;gbraid=0AAAAAC6rMXlg55u4vIR6Lx-evHHB_jg3l&amp;hsa_acc=5846066590&amp;hsa_ad=704112305911&amp;hsa_cam=18492187661&amp;hsa_grp=140614058823&amp;hsa_kw=wonderbra&amp;hsa_mt=b&amp;hsa_net=adwords&amp;hsa_src=g&amp;hsa_tgt=aud-972689654398%3Akwd-10029211&amp;hsa_ver=3&amp;utm_campaign=Panorama+Branding+Fr+wonderbra&amp;utm_medium=ppc&amp;utm_source=adwords-search&amp;utm_term=wonderbra\"><strong><i>WonderBra<\/i><\/strong><\/a><span data-contrast=\"auto\">, a heritage lingerie brand we\u2019ve partnered with for over 15 years now. While it took time and patience to spark media interest at first, steady storytelling and relationship-building allowed the brand to gradually establish itself as a recognized player within the Canadian media landscape. Today, that earned visibility has become an anchor for their reputation, amplifying other marketing initiatives and giving them a strong competitive edge in the market.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">Earned coverage doesn\u2019t end once it\u2019s published. A single story in <\/span><i><span data-contrast=\"auto\">The Globe and Mail<\/span><\/i><span data-contrast=\"auto\">, <\/span><i><span data-contrast=\"auto\">La Presse<\/span><\/i><span data-contrast=\"auto\">, or <\/span><i><span data-contrast=\"auto\">Canadian Living <\/span><\/i><span data-contrast=\"auto\">can be amplified across your own channels, included in sales materials, or leveraged in investor decks. The reach is exponential, and the impact lasts far beyond the campaign cycle.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><b><span data-contrast=\"auto\">Integration is the Smart Play<\/span><\/b><\/h4>\n<p><span data-contrast=\"auto\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-135179\" src=\"https:\/\/www.bicom.ca\/wp-content\/uploads\/2025\/09\/21-e1759172620420.jpg\" alt=\"Person holding an open magazine without using their hands, with a bookcase in the background.\" width=\"257\" height=\"350\" \/><\/span><\/p>\n<p><span data-contrast=\"auto\">It\u2019s important to stress the fact that traditional and digital aren\u2019t competitors, they\u2019re allies. Earned media anchors credibility, while digital platforms amplify reach and immediacy. Together, they form the backbone of a strong, future-proof PR strategy. Moreover, AI revolution today demands brands to think GEO*! The more your brand appears in articles, interviews, news features, as well as Wikipedia or Newswire, the more opportunities there are for people, and AI-powered tools like ChatGPT, to discover and share their story. Conversational AI draws from the wealth of content available online, meaning that a strong media presence doesn\u2019t just reach human audiences; it also amplifies visibility through the digital conversations generated by these tools. Simply put, the more extensive the media coverage, the greater the ripple effect of recognition and engagement.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><i><span data-contrast=\"auto\">*<\/span><\/i> <i><span data-contrast=\"auto\">a digital marketing strategy called\u202f<\/span><\/i><a href=\"https:\/\/www.google.com\/search?rlz=1C1GCEA_enCA1052CA1052&amp;cs=0&amp;sca_esv=8b6aaa0e07ec78a3&amp;sxsrf=AE3TifPwb-v22VByGk6GdkXaDvdUt-U2gA%3A1758738749671&amp;q=Generative+Engine+Optimisation&amp;sa=X&amp;ved=2ahUKEwj6uYOzhPKPAxUhF1kFHQQ-FBwQxccNegQIAhAE&amp;mstk=AUtExfAnZk0yBuPrsW-0pi3cSHCnyry25HxYjh_uoeGtsUsSMtZL4hV6DSkuAFeIR8-oRwEMuIgUQDTe3rmUOtOJkGvUs0XcInvNQwAGlK3DERgT-Cl0Wefqfvf7Vvh0bP_oc-YqDka5ZlVnsedsCE88V2_qiMewsPZyAK0nZZhd_9zryKA&amp;csui=3\"><i><span data-contrast=\"auto\">Generative Engine Optimisation<\/span><\/i><\/a><i><span data-contrast=\"auto\">\u202ffor AI search<\/span><\/i><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\"> <\/span> <b><span data-contrast=\"auto\">The Call to Brands:<\/span><\/b><span data-contrast=\"auto\"> If you\u2019ve been downplaying media relations, it\u2019s time to rethink. Ask yourself: does your current strategy balance short-term visibility with long-term credibility? Are you investing in the kind of earned media that reinforces your brand\u2019s relevance and authority?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">At our agency, we\u2019ve seen how consistent, thoughtful media relations can transform brand perception and create tangible business results over time. The brands investing in earned media today aren\u2019t just chasing visibility &#8211; they\u2019re building credibility that will set them apart tomorrow!<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-134143\" src=\"https:\/\/www.bicom.ca\/wp-content\/uploads\/2025\/08\/13.png\" alt=\"\" width=\"300\" height=\"300\" \/><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discover why organic media always outperforms the noise of paid campaigns. Through concrete examples, bicom demonstrates how the credibility, consistency, and reach of media relations generate lasting results for brands, far beyond mere fleeting visibility.<\/p>\n","protected":false},"author":2,"featured_media":140236,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[255],"tags":[272],"service-cat":[385],"class_list":["post-140436","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-relations","tag-influenceurs","service-cat-media-relations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Earned Media Still Beats Paid Hype \u2014 And Always Will! - Agence bicom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bicom.ca\/2025\/09\/30\/pourquoi-les-medias-organiques-lemportent-sur-le-bruit-paye-et-le-feront-toujours\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Earned Media Still Beats Paid Hype \u2014 And Always Will! - Agence bicom\" \/>\n<meta property=\"og:description\" content=\"Discover why organic media always outperforms the noise of paid campaigns. Through concrete examples, bicom demonstrates how the credibility, consistency, and reach of media relations generate lasting results for brands, far beyond mere fleeting visibility.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bicom.ca\/2025\/09\/30\/pourquoi-les-medias-organiques-lemportent-sur-le-bruit-paye-et-le-feront-toujours\/\" \/>\n<meta property=\"og:site_name\" content=\"Agence bicom\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bicomrp\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-30T21:47:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-25T22:46:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/bicom.ca\/wp-content\/uploads\/2025\/12\/20-e1759172962762-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1433\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Numerique\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Numerique\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/bicom.ca\/2025\/09\/30\/pourquoi-les-medias-organiques-lemportent-sur-le-bruit-paye-et-le-feront-toujours\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/bicom.ca\/2025\/09\/30\/pourquoi-les-medias-organiques-lemportent-sur-le-bruit-paye-et-le-feront-toujours\/\"},\"author\":{\"name\":\"Numerique\",\"@id\":\"http:\/\/agence-bicom.wph-columbia.codepublish.ca\/#\/schema\/person\/bb5b5a0d829b2b61626ffa25dba691d2\"},\"headline\":\"Why Earned Media Still Beats Paid Hype \u2014 And Always Will!\",\"datePublished\":\"2025-09-30T21:47:05+00:00\",\"dateModified\":\"2026-01-25T22:46:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/bicom.ca\/2025\/09\/30\/pourquoi-les-medias-organiques-lemportent-sur-le-bruit-paye-et-le-feront-toujours\/\"},\"wordCount\":847,\"commentCount\":0,\"publisher\":{\"@id\":\"http:\/\/agence-bicom.wph-columbia.codepublish.ca\/#organization\"},\"image\":{\"@id\":\"https:\/\/bicom.ca\/2025\/09\/30\/pourquoi-les-medias-organiques-lemportent-sur-le-bruit-paye-et-le-feront-toujours\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/bicom.ca\/wp-content\/uploads\/2025\/12\/20-e1759172962762-scaled.jpg\",\"keywords\":[\"Influenceurs\"],\"articleSection\":[\"Media Relations\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/bicom.ca\/2025\/09\/30\/pourquoi-les-medias-organiques-lemportent-sur-le-bruit-paye-et-le-feront-toujours\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/bicom.ca\/2025\/09\/30\/pourquoi-les-medias-organiques-lemportent-sur-le-bruit-paye-et-le-feront-toujours\/\",\"url\":\"https:\/\/bicom.ca\/2025\/09\/30\/pourquoi-les-medias-organiques-lemportent-sur-le-bruit-paye-et-le-feront-toujours\/\",\"name\":\"Why Earned Media Still Beats Paid Hype \u2014 And Always Will! 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