Dominating the Media Game: Paid, Earned, Owned, and Shared
With a collective 30+ years of experience in the industry specializing in public relations, communications strategy, media relations, and more—we’ve got a lot to say about media strategy. You might have heard the terms paid and earned media tossed around before, but what’s the difference? And how does owned media come into play?
Let's demystify the media world by breaking it into three categories: paid, earned, and owned.
Paid Media: Where You Pay to Play
Paid media is like a one-night stand. This is where advertising comes into play, letting you pay for a sweet spot in newspapers, magazines, TV, radio, or through digital ad placement such as website display ads and social media ads. It's instant gratification. You spend some dollars, and boom, you're in the spotlight. You can use paid media to generate earned media by boosting social posts and driving traffic to your website and social channels. According to the Adobe Communications Team, “Because of its advanced targeting capabilities and direct approach, paid content is a highly effective strategy for reaching your audience, driving consumers to your website or social media platforms, and increasing conversions.”
Example: That Super Bowl ad where a 30-second slot can cost you a small fortune.
Owned Media: It's All Yours
Owned media includes your personal blog or social media channels. It's what you create, control, and own. Your website will be the most important example, but this also includes blog posts, your YouTube channel, or even your Instagram profile (any non-paid social media). Owned media is where you call the shots. Your paid and earned media often direct your audience to owned channels like your website.
Example: Apple's website is where they control the narrative about their products.
Earned Media: The Holy Grail of PR
Now, here's where we shine: earned media. It's not about paying for a spot or owning the space; it's about getting recognized. Earned media is like that promotion you worked hard for. It includes mentions, reviews, testimonials, news articles, or social media buzz you didn't pay for and don't own—the good old word-of-mouth. The fact is that customers know what ads look like and are less likely to trust them. That's why earned media is an integral part of the puzzle. It helps to build consumer trust because it comes from a third party. Brightlocal’s Local Consumer Review Survey 2023 shows that "76% of consumers "regularly" read online reviews when browsing for local businesses, and Google is the most trusted review platform across all industries."
Search Engine Optimization (SEO) walks the line between owned and earned. You own your blog and website content, but the more optimized it becomes, the better it will perform as earned media—helping your site rank higher in search engine results.
How to Achieve Earned Media:
Tell a Great Story: Craft compelling narratives that resonate with your target audience. Stories that touch hearts and minds will get people talking.
Build Relationships: Cultivate relationships with journalists, bloggers, and influencers. Personal connections can lead to features and mentions.
Be Newsworthy: Stay relevant by monitoring trends and news in your industry. Offering expert insights can position you as a go-to source.
Leverage Social Proof: Share customer testimonials, reviews, and success stories. Others talking positively about you can pique media interest.
Harness Social Media: Create shareable content and engage with your followers. Viral trends can catapult you into the spotlight.
Collaborate and Partner: Join forces with complementary brands or influencers for cross-promotion. Two is often better than one!
In public relations, mastering earned media can make your brand a superstar. It's about getting others to spread the word about you, building trust, and boosting credibility.
Okay, but which is better: earned, owned, or paid? The answer is all of them. The best strategies include all three media types. Paid and earned media drive traffic to your owned media, where you call the shots. Paid media allows you to reach specific people at a specific time with a specific message. Earned media builds customer trust.
Stay tuned for more insider tips and tricks from Formidable—your powerhouse team of big ideas, proven strategies, majestic marketing, and media know-how.
We can help you dominate the media game!
We’re experts in getting others to spread the word about your brand which builds customer trust and boosts your credibility.
