You have to earn this media through relevant content and good relationships. Because only if something is useful, helpful or entertaining will it be spread (shared). Or other people - "influencers" - will talk about it.
But I don't mean the "typical" influencers from the beauty and lifestyle sector. I mean opinion leaders who are considered experts in their field and who make you known and support you in their environment.
Customers often trust these "independent" media more than reports from you or your company. The disadvantage is that although you "deliver" the communication content, you have little control over it in the further course of events.
That's why it's all the more important to communicate in a targeted and considered manner, because anything is possible, from positive statements, evaluations and recommendations to negative reports or even shitstorms.
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Bloggers/influencers/Youtubers who share your content.
Reports about you in magazines or TV /radio.
PR /Public Relations – Media reports about you
Guest contributions on “foreign” blogs, YouTube channels, …
recommendations in personal contact
Positive ratings and reviews in online shops or on review platforms
You can classify media such as social media, videos, podcasts or your blog as your own and earned media. Although the content belongs to you, in many cases you need the earned media to make your content or yourself known as a person (= reach).