Before engaging in campaigns to attain positive earned media, Your company needs to have a place to resolve the negative issues that might come with the backlash of that campaign, that is to say your company needs to already have a form of owned media where you can clarify to your customers and to ensure that negative reviews or complaints are dealt with properly.


If owned media and paid media is your fortress, your base, and your headquarters online, then Earned Response Media is the weapon in your arsenal.