Earned media is a central part of B2B communications in the building industry. A strong trade media placement can build credibility, introduce a product or technical topic to a relevant audience, and position a company or subject-matter expert as a trusted industry resource. To extend that impact, earned and paid media should be considered together from the start. While each serves a different purpose, a coordinated approach can help amplify key messages, expand reach, and create greater value from media coverage.

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