{"id":6282,"date":"2025-12-04T14:51:18","date_gmt":"2025-12-04T14:51:18","guid":{"rendered":"https:\/\/www.citizenrelations.com\/?p=6282"},"modified":"2026-02-03T16:20:43","modified_gmt":"2026-02-03T16:20:43","slug":"the-untapped-power-of-earned","status":"publish","type":"post","link":"https:\/\/www.citizenrelations.com\/en\/the-untapped-power-of-earned\/","title":{"rendered":"The Untapped Power of Earned: Why Attention is No Longer for Sale"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">This fall, the marketing community gathered across Canada for the ICA\u2019s Social East and Social Pacific Summits. From Halifax to Vancouver, these conferences brought together hundreds of marketing professionals to explore the future of brand storytelling, behavioural science, and the evolving media landscape. Among the industry leaders taking the stage were Citizen Relations\u2019 own <\/span><a href=\"https:\/\/www.linkedin.com\/in\/lindsayepage\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Lindsay Page<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.linkedin.com\/in\/clscomms\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Cher Lee<\/span><\/a><span style=\"font-weight: 400;\">, who delivered a compelling presentation on &#8220;The Untapped Power of Earned to Drive Effectiveness in 2025\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While the conferences covered a breadth of topics\u2014from AI to influencer marketing\u2014Lindsay and Cher centered their discussion on a critical shift in the industry: the resurgence of earned media in an era of distraction.<\/span><\/p>\n<h4><b>The Attention Economy: A New Reality<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The core of the Citizen Relations point of view is that the battle for consumer attention has fundamentally changed. While time spent on social media has risen to over 2.5 hours daily, actual engagement has plummeted to a mere 47 seconds. Lindsay noted that the \u201chuman brain has become adept at ignoring clutter, efficiently discarding what is irrelevant.\u201d Consequently, the traditional &#8220;pay-to-play&#8221; model is losing its efficacy. As noted in each presentation, &#8220;Attention is not for sale.&#8221; The brands currently winning are not necessarily those with the deepest pockets, but those telling stories worth listening to.<\/span><\/p>\n<h4><b>The Power of Earned<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Despite headlines suggesting the decline of traditional media\u2014marked by layoffs and shrinking newsrooms\u2014Lindsay and Cher argue that earned media (PR) holds the greatest potential in modern marketing. Their rationale is grounded in consumer skepticism. Audiences today are savvy regarding paid and sponsored content. This skepticism gives the storytelling-centered discipline of PR a distinct advantage in generating authenticity and relevance. They referenced data (WARC) that supports this pivot: PR was a key metric in 71% of the most-awarded ideas for creativity and effectiveness, compared to being a metric in only 29% of all awarded campaigns. <\/span><span style=\"font-weight: 400;\">Rather than just viewing Earned Media as an amplification tactic, marketers should consider it a strategic foundation, leveraging its strengths in driving cultural relevance and brand engagement from the start.\u00a0<\/span><\/p>\n<h5>    <div class=\"region region-content\">\n        <div class=\"like_what_reading\"> \n            <img decoding=\"async\" src=\"https:\/\/www.citizenrelations.com\/wp-content\/uploads\/2024\/07\/Mask-group.png\" alt=\"\" class=\"top_sec_img\">\n            <section class=\"like_what_reading_section\">\n\t\t\t\t\t\t\t\t\t<div class=\"doers-contents top_heading\">\n\t\t\t\t\t<h2>Like what you\u2019re reading?<\/h2>\n\t\t\t\t\t<p>Drop your email for more content like this straight to your inbox.<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"doers_row\">\n\t\t\t\t\t<!-- <div class=\"doers_icon\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.citizenrelations.com\/wp-content\/uploads\/2024\/07\/Group-192.png\" alt=\"\">\n\t\t\t\t\t<\/div> -->\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"doers-contents doers-contents form_doers-contents\">\n\t\t\t\t\t\t<div class=\"news_latter_form\">\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 342910746,\n\t\t\t\t\t\t\t\t\tformId: \"df665072-dcf0-426b-92e1-88a57e40793c\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1778299212000-2575540659\",\n\t\t\t\t\t\t\t\t\tregion: \"na3\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1778299212000-2575540659\"><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n            <\/section>\n        <\/div>\n    <\/div>\n    <\/h5>\n<h4><b>Friction, Feeling, and Truth<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">To harness this power, Lindsay and Cher outlined a strategic framework designed to break through the apathy of the scrolling consumer:<\/span><\/p>\n<ul>\n<li><b>Add Friction and Tension:<\/b><span style=\"font-weight: 400;\"> Contrary to the seamless user experience often preached in tech, they argued that &#8220;friction is good.&#8221; It represents effort and possibility, forcing the consumer to pause and engage rather than passively scroll.<\/span><\/li>\n<li><b>Feeling Over Doing:<\/b><span style=\"font-weight: 400;\"> The focus must shift from the product to the audience. As Lindsay explained, <\/span><a href=\"https:\/\/www.citizenrelations.com\/en\/beyond-value-meals-fast-food-as-emotional-comfort\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">understanding the audience<\/span><\/a><span style=\"font-weight: 400;\"> means &#8220;getting the mundane right&#8221;\u2014understanding the annoying bits of their lives and what riles them up, not just their dreams.<\/span><\/li>\n<li><b>Find the Truth:<\/b><span style=\"font-weight: 400;\"> Cher\u00a0 emphasized that \u201ceffective work centers on the consumer\u2019s desires and fears.\u201d Meaningful marketing must bridge the connection between the brand and the audience, rather than simply listing product features.<\/span><\/li>\n<li><b>Be Attention-Worthy:<\/b><span style=\"font-weight: 400;\"> In a world where engagement is measured in seconds, brands must earn their place. The goal is to show up in the consumer&#8217;s world rather than inviting them into the brand&#8217;s world.<\/span><\/li>\n<\/ul>\n<h4><b>The Future of the Industry<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Looking toward 2026, both leaders expressed optimism about the industry&#8217;s evolution, provided marketers are willing to adapt. For Cher, the future is defined by a reversal of the traditional dynamic. <\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">&#8220;For the first time, human behavior is driving marketing, not the other way around,&#8221; she noted. <\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Where advertisers once created needs, they must now root their work in deep human insight. She also highlighted the necessity of adapting to AI, which is reshaping search and discovery, requiring brands to optimize for new algorithms to break through.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lindsay emphasized resilience and the &#8220;creative playground&#8221; that small markets can offer when they are properly understood. She championed the idea that &#8220;change is good,&#8221; advocating for constant reinvention and the resilience required to stand out as a brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, their message to the attendees at Social East and Social Pacific was clear: In an age of infinite content but finite attention, the future belongs to those who can earn it.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This fall, the marketing community gathered across Canada for the ICA\u2019s Social East and Social Pacific Summits. From Halifax to Vancouver, these conferences brought together hundreds of marketing professionals to explore the future of brand storytelling, behavioural science, and the evolving media landscape. Among the industry leaders taking the stage were Citizen Relations\u2019 own Lindsay [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6283,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-6282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Untapped Power of Earned | Citizen Relations<\/title>\n<meta name=\"description\" content=\"We know the power of PR and in an attention economy, earned media holds the greatest potential in modern marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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