United Airlines’ 2026 PR Playbook: Earned Media

Customer-centric PR is no longer a theoretical concept. It is the bedrock of sustained brand visibility in 2026, especially when innovation earned media is the goal. United Airlines’ “Her Art Here” campaign offers a compelling blueprint for how a major corporation can shift from paid placements to authentic, customer-driven narratives that capture widespread attention. How can other brands replicate this success in an increasingly skeptical media environment?

The Shift to Authenticity: Why Customer Stories Resonate

The advertising field has fundamentally changed. Consumers, inundated with promotional messages, increasingly filter out anything that feels inauthentic or overly commercial. This shift has propelled earned media to the forefront of marketing strategies, as third-party validation holds significantly more weight than brand-produced content. A 2024 report by HubSpot Research found that 75% of consumers trust earned media more than paid advertisements, highlighting a critical preference for organic endorsements and genuine narratives. This isn’t just about cost savings. It’s about credibility. When a brand’s story is told by its customers or independent media, it bypasses the inherent skepticism associated with direct advertising. United Airlines understood this well before their “Her Art Here” initiative. Their challenge, like many established brands, was to break through the noise and connect with a diverse audience on a personal level. Traditional PR, often focused on corporate announcements and product launches, simply wasn’t cutting it. They needed a campaign that wasn’t just about selling flights, but about celebrating shared values and creating memorable experiences. The airline recognized that their customers weren’t just passengers. They were individuals with stories, passions, and a desire to see themselves reflected in the brands they chose. This insight became the foundation for their customer-centric approach, proving that even a large, global entity can cultivate intimacy with its audience.

United’s “Her Art Here”: A Case Study in Innovative Earned Media

The “Her Art Here” campaign, launched in 2020 and continuing to evolve through 2023, was a masterclass in using customer passion for earned media. United partnered with local arts organizations and communities to commission female artists to create original artwork for aircraft exteriors. This wasn’t a superficial sponsorship. It was a deeply integrated initiative that celebrated diversity, empowered women in the arts, and transformed their aircraft into flying canvases. The program began with a focus on specific routes, notably those connecting to major cultural hubs, which immediately generated local interest and media coverage. The initial phase, for example, saw artists from California and New York selected, turning their aircraft into visible symbols of local pride. The brilliance of this campaign lay in its multi-layered approach to engagement. First, it provided a tangible, visually striking product: an airplane adorned with unique art. This alone was highly shareable across social media platforms and traditional news outlets. Second, it created a compelling human-interest narrative. Each artist had a unique story, often overcoming challenges in a male-dominated field. United amplified these stories through mini-documentaries and interviews, distributed not as ads, but as content designed for discovery and sharing. Third, the campaign invited public participation. Passengers could vote on designs, follow the artists’ journeys, and even meet the artists at unveiling events. This participatory element transformed passive consumers into active advocates, eager to share their involvement and the campaign’s message. It wasn’t about a new fare class. It was about cultural contribution.

Beyond the Hype: Measuring the Impact of Customer-Centric PR

Measuring the true impact of earned media extends far beyond simple impression counts. While traditional metrics like media mentions and reach are still relevant, a customer-centric approach demands deeper analysis. For “Her Art Here,” United needed to track not just how many times the campaign was mentioned, but where it was mentioned, who was talking about it, and what they were saying. Sentiment analysis became paramount. Were the conversations positive? Were they focused on the art, the artists, or the airline’s commitment to diversity? Tools like Meltwater or Cision provided critical insights into media sentiment and share of voice across various outlets, from major news networks to art blogs and local community publications. Plus, United closely monitored engagement metrics on social media. Likes, shares, and comments directly related to the “Her Art Here” content provided a pulse on public perception and resonance. They looked for spikes in conversation around specific artists or unveiling events, and analyzed the demographic breakdown of those engaging with the content. Did the campaign reach its target audience of art enthusiasts and those who value corporate social responsibility? Did it inspire user-generated content, such as passengers sharing photos of the art-covered planes? The airline also tracked website traffic to dedicated campaign pages and applications for future artist collaborations, indicating sustained interest and potential future engagement. These metrics collectively painted a picture of not just visibility, but also genuine connection and brand affinity, which is the ultimate goal of any customer-centric PR effort.

Building Your Own Earned Media Blueprint: Key Strategies

So, how can other brands emulate United’s success in building a customer-centric earned media blueprint? It starts with a fundamental shift in mindset. Instead of asking “What do we want to tell our customers?”, ask “What stories do our customers want to tell, and how can we help them?” 1. Identify Shared Values: What causes, passions, or cultural touchpoints resonate deeply with your target audience? United tapped into the appreciation for art and the empowerment of women. For a tech company, it might be open-source collaboration. For a food brand, sustainable sourcing. Align your brand with these values authentically. This requires genuine research into your customer base, perhaps through surveys or focus groups, to uncover what truly matters to them beyond your product. 2. Help Storytellers, Don’t Just Tell Stories: Provide platforms and resources for customers to share their experiences. United didn’t just commission art. They showcased the artists’ journeys and involved the public in the selection process. Consider user-generated content campaigns, customer spotlights, or even co-created content initiatives. This decentralizes your storytelling and lends it far more credibility. For instance, a software company might feature “developer of the month” profiles, highlighting how individuals use their tools to solve real-world problems. 3. Create Experiential Opportunities: Give customers something tangible to experience and talk about. The art-covered planes were a physical manifestation of the campaign. This could be an interactive event, a unique product collaboration, or a community initiative that provides a memorable experience. These experiences become the fuel for organic conversations and media coverage, transforming abstract brand values into concrete realities. Remember, people talk about what they do and what they see, not just what they hear. 4. Integrate Across Channels: While the goal is earned media, strategic seeding is still essential. United promoted the “Her Art Here” campaign across their own digital channels, including their website, social media, and in-flight entertainment. This initial push helped generate awareness and provide fodder for media outlets looking for compelling content. Use your owned channels to amplify customer stories and create hooks for journalists and influencers. Don’t just wait for the media to find you. Guide them to the rich narratives you’ve cultivated. 5. Commit to Long-Term Engagement: “Her Art Here” wasn’t a one-off stunt. It was a multi-year program. True customer-centricity requires sustained effort and a willingness to evolve. Continue to engage with your community, listen to their feedback, and adapt your initiatives based on what resonates. This ongoing commitment builds trust and ensures that your earned media efforts yield lasting brand loyalty, not just fleeting attention.

The Future of Earned Media: Beyond the Press Release

The traditional press release, while still having its place, is no longer the sole driver of earned media. The future belongs to brands that can consistently generate compelling, shareable content that aligns with their audience’s values and experiences. This means investing in creative content strategies, fostering genuine community relationships, and being agile enough to respond to cultural moments. A 2025 report from IAB indicates a continued shift in advertising spend towards content marketing and influencer collaborations, underscoring the diminishing returns of purely interruptive advertising. For brands looking to thrive, the lesson from United is clear: earned media is built on genuine connection. It’s about providing value beyond the transactional, whether that’s through helping artists, supporting local communities, or simply celebrating the diverse stories of your customers. The narratives that truly capture attention are those that feel authentic, resonate personally, and reflect a deeper purpose. This requires patience, creativity, and a willingness to step back and let your customers be the heroes of your brand story. The evolution of generative AI tools (and yes, we are all working through that) means that the sheer volume of content will only increase, making authenticity an even more precious commodity. Brands that can consistently cut through this noise with genuine, human-centric narratives will be the ones that win the battle for attention and trust. The future of earned media isn’t just about getting mentions. It’s about earning relevance, building trust, and fostering a community of passionate advocates.