Power of Earned Media Strategies: How Trump Defied the Odds & What Your Business Can Learn From It

Earned media flexes its muscles in the Presidential race.

The Saturday after the 2024 election, President Trump made a bold statement that caught the attention of both political and marketing circles alike: "We have a lot of money left over, and our biggest asset in the campaign was 'earned media,' which doesn’t cost very much."

At first glance, this might sound like just another political soundbite. But dig a little deeper, and it becomes clear: Trump wasn’t merely reflecting on his victory; he was underscoring the immense power of earned media—the unsung hero of modern marketing.

Despite being outspent nearly two-to-one by the Kamala Harris campaign, which boasted a billion-dollar budget, Trump’s campaign triumphed. The reason? In an era when traditional advertising is losing its impact, earned media emerged as the game-changer.

Unlike ads you pay for, earned media is all about earning visibility through organic coverage—whether in news stories, blogs, podcasts, or social media. And the best part? It doesn’t require a massive budget to make a big impact.

In this post, we’ll reveal why earned media is the secret weapon in today’s marketing landscape and how you can harness its power to skyrocket your brand’s visibility without breaking the bank.

Ready to discover how to unlock your brand's full potential? Let’s dive in!

Earned Media: The Secret Weapon in Marketing Strategies

In today’s landscape, where consumers are bombarded with ads at every turn, the idea of being "sold to" is more off-putting than ever. The public is savvy—nobody wants to feel like they're being pushed into a purchase. That’s where earned media steps in. It’s the marketing equivalent of a third-party endorsement.

Earned media occurs when your brand gains visibility through organic coverage—whether in news stories, blogs, podcasts, or social media mentions. Unlike paid ads, earned media isn't something you "buy"; it’s something you "earn" by becoming newsworthy. And here's the kicker: It doesn’t have to cost a fortune to make an impact.

For Trump, the earned media machine wasn't just a side note—it was the centerpiece of his campaign strategy. Despite the Harris campaign's massive advertising budget, it was the media coverage that dominated public conversation. Trump was constantly in the news, whether he was commenting on issues, offering bold opinions, or framing national discussions. Every mention was another opportunity for brand visibility—and that kind of exposure can make all the difference.

Why Earned Media is the Key to Modern Marketing

Consumers today are hungry for authenticity. They don't just want to hear about products; they want to "discover" them. Earned media taps into that craving for truth and relevance. Instead of the typical "buy now" messaging, earned media gives consumers the chance to encounter your brand naturally—whether it’s through a thought leadership piece, a media interview, or a viral news story.

Brands that thrive in this environment are the ones making headlines—not by paying for ad placements, but by offering insights, starting conversations, and reacting to what's happening in the world. Take Old Glory Bank, for example. When the financial sector began cracking down on certain businesses, they created a “banking bill of rights,” which sparked major conversations in the media about freedom and fair access to banking. RedBalloon, a company specializing in corporate staffing and applicant-tracking software, started commenting on government job reports, offering their perspective and showing their expertise. In both cases, earned media created visibility that paid advertising simply couldn’t match.

And here's the best part: earned media isn't limited to traditional outlets like TV, newspapers, or radio. In today's digital age, blogs, podcasts, social media influencers, and even YouTube channels all play a role in spreading the word about your brand. If your company is putting out valuable, newsworthy content, it will get noticed. The world is your media platform.

Unlocking Your Brand’s Potential

The truth is, most companies have a goldmine of valuable content just waiting to be shared. Whether it's your thought leadership, innovative ideas, or unique perspective on current events, your brand has something to say. But most businesses don’t know how to get that message out.

A powerful earned media strategy helps uncover those stories, amplifying your voice across multiple platforms without the hefty price tag of paid advertising. And the results can be staggering. Companies that implement a robust earned media strategy often see their organic website traffic increase by four times or more.

Take a page from the playbook of Trump’s campaign: earned media is not just a supplement to your marketing efforts—it "can" be the driving force behind them. As we saw in 2024, it’s not always the deepest pockets that win the race—it’s the brand that can capture the public's attention and tell a compelling, authentic story.

Ready to Harness the Power of Earned Media?

If you’re ready to take your brand visibility to the next level, it’s time to start thinking about earned media as a key part of your marketing strategy. Want to know how to get started? We’d love to help you design a strategy tailored to your business. Let’s talk about how we can put your brand in the spotlight—without breaking the bank.

Learn more at ClarkStrat.com or email the author at Tim@ClarkStrat.com

------------------------------------

About the Author

With over 30 years of experience at the intersection of politics, business, and communications, Tim Clark has witnessed—and helped shape—some of the most dramatic shifts in media and marketing. From the days of broadcast TV and radio to the rise of cable, digital, and social platforms, Tim has navigated it all. His unique blend of experience includes driving major public awareness campaigns, advising political leaders, and building powerful brands in dynamic markets.

Tim's expertise spans communications strategy, messaging, branding, public relations, and executive leadership. His award-winning creative work has earned national recognition, including Telly and Pollie Awards for excellence in advertising. Over the years, Tim has held key leadership roles, including Executive Vice President of Marketing at RedBalloon.work, one of America's fastest-growing startups, and Senior Executive in the White House Executive Office of the President.

He’s also served as Chief Communications Officer at the U.S. Patent and Trademark Office, Acting Assistant Secretary for Public Affairs at the Department of Health and Human Services, and campaign strategist for Donald Trump in 2016.

Today, Tim is the President & CEO of Clark Strategy Group and a partner at Yosemite Strategies. Follow this blog for insights and strategies on how to succeed in today’s ever-changing communications landscape.