Wiktionary
earned media
n. (context politics advertising English) publicity for political campaigns gained through newspaper articles, TV news stories, web news, letters to the editor, op-ed pieces, and "fast polls" on TV and the Web.
Wikipedia
Earned media
Earned media (or free media) refers to publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising.
Usage examples of "earned media".
Nick earned media animosity by declaring to them, 'Freeman is not doing any interviews until after the 200m because all you blokes want to ask her about is the flag.