With so many PR tools in the toolbox, it can be tough to know where to focus. One that should always be on your radar? Earned media. It’s a powerful way to build credibility and visibility—especially in a space as relationship-driven as the water sector.

But what exactly is earned media, and why is it so effective?

Let’s break it down.

So, what *Is* earned media?

Earned media is what happens when a third party—like a journalist or editor—covers your story because it’s newsworthy, insightful or adds value to an existing narrative. Think: your subject matter expert gets quoted in a feature, your pilot program makes headlines or your team’s innovation shows up in a water industry trend piece.

Unlike paid ads, which you buy, or owned content, which you publish yourself, earned media is *invited*. It shows that someone else finds your story compelling enough to share—and that carries weight.

How earned media works (and how it’s different from owned media)

Most earned media opportunities *start* with owned content—things like press releases, blog posts, white papers or case studies. These are crafted in-house or with agency support to highlight your expertise.

Then PR pros step in to:

• Spot where your story might fit into upcoming editorial coverage
• Shape a pitch that connects your value to what media outlets are looking for
• Work directly with journalists to land and shape coverage that resonates

Why earned media is a smart move in the water industry

It helps you stand out authentically:

The water industry is tight-knit. It’s built on trust, long relationships and deep technical knowledge. Earned media helps you enter that conversation with credibility—by offering something helpful, not just promotional.

It’s cost-effective (especially when resources are tight):

You don’t need a huge budget to get started. If you’ve got subject matter experts and some content in place, you’re halfway there. With the right guidance, you can turn internal knowledge into high-value exposure—without buying ad space or hiring a large internal team.

Why work with a PR agency to secure earned media?

You can absolutely go it alone—but if your in-house team is stretched thin or you’re looking for faster results, partnering with an agency can give you a real edge.

Access to a bigger reach

Agency PR teams live and breathe this work. They’re not just waiting for opportunities to show up—they’re out there identifying trends, connecting dots and uncovering placements you might not spot on your own.

Relationships that open doors

Over time, agency PR pros build relationships with editors and reporters in water trade media. They know who covers what, what stories resonate and how to tailor a pitch that gets picked up. That insider knowledge can make all the difference.

Let’s get you featured

If you’re ready to explore how earned media can elevate your brand—whether you’re a water utility, technology innovator or manufacturer—we’d love to help.

Let’s start a conversation and find the stories worth telling.