Spontaneous media happens when a brand is promoted, usually by the press, without any kind of payment for the disclosure (monetary or material).
In other words, it is when the press or the public creates and shares content or passes the word of mouth of that same brand in a positive and organic way.
Because it’s generally disseminated in a more journalistic format and with the intention of informing the public, spontaneous media is seen as an excellent marketing strategy, as it can generate more awareness among the public, increase the credibility of the brand and thus increase its market value.