Earned media comes from third parties, such as a journalist’s coverage, an independent review or an unpaid social mention. The business has not purchased that placement. Public relations work can still involve staff time or agency fees, so earned coverage need not mean a cost-free campaign. Source: Mailchimp: Earned and paid media

Offer something useful to cover

When considering a story for the travel trade, identify the new information and gather the evidence behind it. Explain why it matters to that publication’s readers. This gives a journalist a concrete subject to assess without promising that a pitch will secure coverage.

Check what was actually published

Record the article or mention, its date and any link to the website. Check the business description for accuracy and request a correction where necessary. This keeps the record grounded in the published coverage rather than the message originally proposed.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.