Public relations has always been about communicating a message in the best way possible, but the channels PR agencies can use to do that have changed. A lot. The digital revolution has opened countless new opportunities and blurred the once-distinct lines separating PR, marketing and advertising ownership. Here’s an overview of what paid, owned and earned media are, what’s changed across these channels and how they should be approached today.
In the most basic definition, paid media is advertising. Whether it be print, direct mail, TV or radio etc., if you pay for impressions to positively show your product and service off, then it falls under this channel. While the more traditional avenues of paid media have remained, a number of new forms have opened up courtesy of Google, social media and content syndication networks. No matter its form, though, advertising allows companies to easily control their message and get in front of their target audience, but the channel is seen with skepticism.
Tech companies looking to take advantage of paid media should consider how it can be used to amplify their earned media or owned media efforts. Secured a great piece of press coverage? Push the third-party validation out to add some credibility and reach more eyeballs with native advertising platforms like Outbrain. Want to extend high quality content like an eBook to your buyers? Run a targeted LinkedIn Sponsored Update campaign to showcase your thought leadership and support downloads and lead generation.