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Scoop.it!
Earned media is the new PR. It’s not only just an organic by-product of your social media or content marketing strategy. Earned media isn’t a media entity in terms of being a set collective communication outlets or tools used to store and deliver information or data. Nor does earned media meet the 15 characteristics of a media entity.Instead of screaming ME, ME, ME, earned media gets someone else to mention you or your business on one or more media platforms....
Jeff Domansky's insight:
Do you know what earned media is? Heidi Cohen defines "earned media" by 7 attributes to help maximize your marketing and PR results. Includes useful examples. 
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If the content strategy doesn't have as one of its objectives the emergence of earned media in its marketing public relations campaign, then it's not at peak performance yet. Measure, benchmark, and tweak.