Earned Media Quotes

Trump doesn't need to spend a dime to get his message out. Trump doesn't have to run an ad. Trump doesn't have to run a series. He doesn't have to pay people to show up. He doesn't have to buy TV advertising, because he gets more coverage than the combined advertising the rest of the Republicans could buy. And aside from the overwhelming, significant upset that is, the very fact of all that ticks them off. Donald Trump has direct access to his supporters. And you know who gives it to him? The media.

Remember Donald Trump had about $4 billion worth of free media, and Hillary Clinton has had about $2 billion, and we've had zero. I think it remarkable that we are standing where we are.

Do you know what the difference is between PR and advertising? Advertising is when you say how great you are. PR is when other people say how great you are. PR is better.

The power of publicity is more important than advertising.

Trump has moved campaigns into a post-advertising era with a total reversal of spend from paid to earned media.

I can't give money away to buy listeners. I can't pay listeners off with phones or food stamps or anything. I can't come by my audience by buying it.

We believe in a best-in-class vertical strategy, with PR at the center as its operating ethos of earned at the core, social by design.

If you want to get unpaid media coverage, you had better be quotable. It's an interesting problem, because very few candidates are quotable.

So by giving people a tool that they can share and benefit from, it's a form of media that isn't controlled by Rupert Murdoch or the guys at Viacom. It is a form of media that is earned every single time it spreads.