The power of earned attention: how communicators can better showcase brand value

Brands are constantly competing for attention. But not all attention is created equal. While paid media can deliver immediate results, it's the earned attention—organic engagement, media coverage, and word of mouth—that builds long-lasting brand value. And for communicators, quantifying the impact of that earned attention is more important than ever.

Why earned attention matters

Earned attention is the kind that can’t be bought. It’s a reflection of how your brand is perceived, how your stories resonate, and how your audience responds without the prompt of an ad budget. When done well, it leads to trust, credibility, and loyalty – elements that every brand seeks but few can attain through traditional advertising alone.

But how do you measure earned attention? This is where many communicators face challenges. They know their campaigns are making waves, but proving that value to stakeholders can be elusive. After all, how do you assign a number to something as intangible as “brand love”?

Turning insights into action

At Mynewsdesk, we've always believed in empowering communicators with the tools they need to tell their brand stories and measure their impact. One of the most powerful ways we do this is through providing deep insights into media coverage and audience engagement. Communicators today need more than just metrics – they need qualitative insights that tell a fuller story of how their brand is performing in the eyes of the public and against their competitors.

By utilizing data and benchmarks, communicators can not only see where their brand stands, but also why it’s standing there. With this information, they can make informed decisions, adjust their strategies, and better communicate their brand’s value to internal stakeholders.

Building brand awareness through insights

When communicators are equipped with the right insights, they can more effectively build brand awareness and benchmark their efforts against the competition. Whether it's understanding the share of voice in the market, or tracking the sentiment of media coverage, these insights help communicators craft stronger narratives and focus their energy where it will have the greatest impact.

This is the foundation of brand building – combining storytelling with data-driven insights to build a cohesive, impactful presence in the market. And, crucially, being able to quantify the return on these efforts ensures that communicators can show the value of earned attention in a way that resonates with decision-makers.

Bringing it all together

At Mynewsdesk, we’ve always focused on providing communicators with the tools and insights they need to succeed in today’s complex media landscape. And now, with the latest update to our product Brand Report, we’re taking those insights even further. With more comprehensive data, deeper qualitative insights, and improved benchmarking capabilities, our aim is to help communicators not only track but truly understand the impact of their work.

By focusing on earned attention and leveraging the right insights, communicators can not only strengthen their brands but also build a compelling case for the value of their efforts – one that resonates with stakeholders and drives long-term success.

Daniel Jonsson

Chief Product Officer, Mynewsdesk