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As listed in Love Him or Hate Him, Marketers Can Learn a Thing or Two From Trump. (Advertising Age, 3/7/3016)
"Earned media" is defined as publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising.
I think #4 is particularly important.
C'mon, you chickenhearted, lily-livered, timorous, overcareful execs. Take a page from the Trump playbook!