Extra Extra Read All About It – The Power of EARNED Media

By David Bolt, Founder of TenXed

A True Story: How the Wright Brothers Took Flight—And the World Took Notice

On December 17th, 1903, at the windswept dunes of Kitty Hawk, North Carolina, two bicycle mechanics—Orville and Wilbur Wright—changed the course of history.

With no formal engineering qualifications, no government funding, and certainly no marketing budget, the Wright brothers did something no one had ever done before: they achieved powered flight.

Their first flight lasted just 12 seconds—but that was enough to make history. Journalists who once dismissed their strange-looking contraption were suddenly scrambling to capture the story. Headlines blazed: “Man Takes to the Skies!”

The Wright brothers didn’t chase the spotlight. They simply created a moment so extraordinary that the world couldn’t look away.

That’s the essence of earned media—when your mission or innovation is so authentic and inspiring that people choose to share it.

From David Bolt, Founder of TenXed

When I work with Not-for-Profits, I see the same challenge again and again—brilliant missions hidden behind quiet operations. Organisations doing extraordinary work but struggling to get noticed.

The truth is, you don’t need to shout louder—you need to create moments worth talking about. The Wright brothers didn’t run a marketing campaign. They simply took bold action that changed what people believed was possible. And because of that, the world came to them.

The same principle applies to your mission. When you focus on telling powerful stories, creating unforgettable experiences, and building real relationships with your community and the media, you unlock the kind of visibility no advertising budget can buy.

That’s the power of earned media—and it’s available to every organisation willing to step up and create moments that matter.

The E.A.R.N.™ Framework for Multiplying Your Mission

E – Establish Signature Stories

Your Story Is Your Superpower

• Capture transformational moments that emotionally engage and inspire.

• Focus on people and purpose, not just programs.

• Package your stories for easy sharing through newsletters, media releases, and social platforms.

Action Step: Create a Story Vault—a simple, ongoing collection of ready-to-share stories and visuals.

A – Activate Your Inner Circle

From Supporters to Storytellers

• Empower your closest supporters—volunteers, donors, and partners—to amplify your message.

• Provide them with shareable quotes, visuals, and clear messaging.

• Recognise and celebrate their efforts publicly.

Action Step: Launch a TenXed Ambassadors Program—start with a small, passionate group and grow organically.

R – Reach Strategically

Relationships Open Rooms

• Build long-term relationships with journalists, influencers, and community leaders.

• Offer them meaningful stories before they even ask.

• Become the trusted voice in your cause area.

Action Step: Create a Media Allies List and schedule regular updates and touchpoints.

N – Nurture Share-Worthy Experiences

Create Moments That Multiply Your Message

• Design every event and campaign to include visual and emotional moments that invite sharing.

• Add simple but powerful touchpoints: photo booths, branded backdrops, and hashtags.

• Celebrate every victory publicly and enthusiastically.

Action Step: Introduce a “Share the Win” Wall at events and promote a branded hashtag to amplify the message.

Don’t wait for the world to notice. Create moments so bold, so hope-filled, and so undeniably powerful that they can’t help but look your way.

History isn’t written by those who stayed silent—it’s written by those who dared to believe their small beginnings could spark something extraordinary.

Take the step. Share the story. And watch as your mission rises higher than you ever imagined.

The sky is not the limit… it’s just the beginning.

Dave Bolt

Live. Love. Create.