What is the term for when candidates benefit from media coverage without having to pay for it?

• A. Paid media
• B. Endorsement media
• C. Free media or earned media
• D. Social media influence

Answer: (C)

The term that describes the situation where candidates receive media coverage without having to pay for it is known as free media or earned media. This type of coverage can arise from news stories, press releases, and other forms of media attention that highlight a candidate's activities, policies, or campaign events. It is particularly valuable because it often comes with a degree of credibility that paid advertisements may lack, as it is seen as being conveyed by journalists rather than the candidates themselves.

Free media plays a crucial role in increasing a candidate's visibility and can significantly influence public perception and voter behavior. Unlike paid media, which involves advertisements purchased by candidates to promote their campaigns, free media typically results from journalistic interest in a candidate's story or achievements. This aspect of the media landscape is important for candidates, especially in competitive elections, as it can amplify their message and reach broader audiences without the financial burden associated with traditional advertising.