The evolving value of PR in an era of paid influencers and sponsored content

In today’s shifting media landscape, where paid, earned, and owned media are increasingly interconnected, PR professionals face the question: What is the value of earned media when influencers are paid, and media content is often sponsored? 

Traditional PR focused on earned media—coverage gained through compelling stories and strong relationships, without paying for exposure. However, as influencer marketing and paid partnerships rise in prominence, earned media’s relevance has come into question. 

Crystal Wai, managing director of 5ives Communications, argues that earned media is far from dead but needs to evolve to stay relevant. "PR must adapt to today’s complex media ecosystem," she says. "Understanding the evolving role of influencers and sponsored content is key." 

In this context, PR professionals must differentiate between paid, owned, and earned media. Paid media involves ads and sponsored content, where brands purchase attention. Owned media refers to a brand's own channels, such as websites and social media. Earned media, however, is the third-party validation garnered through PR efforts—articles, interviews, or media features that come without a financial transaction, offering credibility and organic reach. 

Wai explains that while the distinction between paid and earned media is blurring, earned media is evolving, not disappearing. "PR today isn’t just about securing traditional media coverage. It’s about building authentic connections, fostering trust, and creating conversations that resonate with the audience." 

To maintain its value in this new era, PR professionals must focus on five key areas: 

Building relationships with influencers and media 

Even though influencers may charge for posts, PR professionals are still crucial in identifying and nurturing long-term relationships. It's not just about paying for a post; it’s about aligning with influencers who share the brand’s values. “Influencers are selective, and PR plays a role in ensuring that the brand narrative resonates with both the influencer and their audience,” says Wai. 

Credibility and trust 

Consumers are increasingly skeptical of paid ads. With ad-blockers and rising distrust, audiences still value independent reviews and media features. “Earned media offers credibility that paid ads can't match,” says Wai. Securing editorial coverage or interviews builds trust and positions a brand as an industry authority. 

Strategic storytelling 

In a world flooded with content, PR helps brands control and shape their narrative. While sponsored posts can amplify messages, PR ensures that the story remains authentic and relevant. “PR professionals help brands adapt their narrative to resonate with their audiences,” added Wai. 

Harnessing data for impact 

PR campaigns are now data-driven. Metrics and analytics allow PR professionals to measure earned media’s impact, refining strategies for better results. “While paid media offers immediate results, PR’s ability to track sentiment and audience engagement ensures long-term value,” Wai explains. 

Reputation management 

With the rise of paid partnerships, PR’s role in reputation management is critical. Missteps in influencer campaigns or media partnerships can harm a brand's image. PR professionals protect brands from these risks, ensuring communication strategies are aligned and crises are managed. 

Ultimately, the value of PR lies in its ability to integrate earned, paid, and owned media, creating authentic connections and fostering trust. "PR professionals are storytellers and relationship builders. It’s not about the channels—it’s about how brands tell their stories and engage with their audiences,” Wai concludes. 

In today’s media environment, where everything seems paid for, PR's authenticity, credibility, and strategic storytelling are more crucial than ever.  

This article is sponsored by 5ives Communications, the agency partner of Hong Kong Disneyland Resort (HKDL). The agency took home nine trophies, including five golds, three silvers, and one bronze, in collaboration with HKDL at the PR Awards HK 2024 for the "World of Frozen" launch.