The integration of paid, earned and owned media; and the importance of all three
Gone are the days where we had three teams in their own silos: advertising, public relations and marketing.
We must start integrating paid, earned and owned media. Because it is true what they say… three heads are better than one.
Geoff Livingston wrote a guest blog post on Waxing UnLyrical about understanding paid, owned and earned media. He included this fancy diagram that I think explains the importance of not just understanding the three media, but understanding the importance of having all three integrated.
Paid is anything the marketing department pays a media or other company for media placement of its message. If you do your research properly and you determine where your audience consumes their media, placing an ad can help drive traffic to your owned media.
Owned is when a company acts like a media organization and publishes its own content, on its site, in print or on social networks. Again, if you know your audience and have done your research, you use paid media to drive them to your owned media. Then, you ensure you know what your audience likes and what kind of media they like to consume: article, video, podcasts, images, etc. You make sure your owned properties deliver to your audience content they want to consume that will build their trust and relationship with your company. As the relationship grows, your audience shares your message, which creates earned media. Owned media is generally run by the public relations department.
Earned occurs where an customer, individual or media outlet mentions your brand in some form. Through earned media a company can also learn more about its audience. That is why it is important to track earned media. As you learn from your audience you then tweak your owned media to reflect what you have learned and to provide better and more relevant content to your audience.
And the circle of life begins.
But what happens if marketing and PR are silos and do not talk to each other. Marketing needs to know what content PR is creating to ensure their advertising efforts encourage the company’s audience to land on owned media and begin the cycle of building trust and a relationship. PR also needs to know what marketing is doing to ensure they have relevant content on the company’s owned properties.
Do you integrated paid, owned and earned media?