Many marketers know that customers and prospects value earned media as a trusted source when learning about a brand or product. What can come as a struggle is identifying which methods are most effective to achieve earned media and implementing them into marketing programs. PR Newswire called on Outsell, Inc., a research and advisory firm focused on media, information, technology, and the business of data, to interview CMOs and marketing leaders to gain their valuable insights into the world of earned media. The Earned Media Opportunity will review: - Marketing methods that are most effective for generating earned media - How CMOs rate the effectiveness of earned media compared to paid media methods - Recommendations to optimize the use of earned media in marketing strategies This report builds on Outsell’s 2016 annual survey of 1,500 marketers with interviews of CMOs to highlight how marketers rate the effectiveness of earned media and incorporate this into their marketing strategies. Through this study, CMOs and other key marketing decision-makers reveal how they achieve earned media goals by leveraging their paid, owned and earned channels.