In this guide, we’ll talk about the differences types of media and the differences between earned, paid, owned, and shared media. We’re often asked, “How much do the journalists on Press Ranger charge for articles?” The short answer is that they don’t charge, as many of them are focused on earned media, and earned media is the most valuable type of PR.
The Differences Between Earned, Paid, Owned, and Shared Media
In the world of marketing and public relations, media exposure is a critical component of any successful strategy. However, not all media is created equal. There are distinct differences between earned media, paid media, owned media, and shared media, each with its own advantages and purposes. This article will help you understand these differences and how each type can play a role in your overall marketing strategy.
Earned Media
What is Earned Media?
Earned media refers to the publicity gained through promotional efforts other than paid advertising. It is the organic coverage a business receives from various sources such as news articles, blog posts, reviews, social media mentions, and word-of-mouth recommendations. Essentially, earned media is any content created by third parties about your business without direct payment.
Why is Earned Media Important?
- Credibility: Earned media is perceived as more credible and trustworthy by consumers because it is not directly paid for by the business. It comes from unbiased sources.
- Visibility: Positive mentions and coverage can significantly increase your brand’s visibility and reach a wider audience.
- SEO Benefits: Earned media often includes backlinks to your website, which can improve your search engine ranking and drive organic traffic.
- Cost-Effective: While not free (since it requires effort and strategy), earned media does not involve direct advertising costs.
Playbook for Earned Media:
- Create a Newsworthy Story: Identify and develop unique and compelling stories about your business. Distill something unique about your industry that you’ve learned over the years and put it into an article.
- Build Relationships with Journalists: Engage with journalists and media outlets relevant to your industry using Press Ranger’s media database.
- Pitch Your Story: Send personalized pitches to journalists, highlighting why your story matters. You can use Press Ranger’s Campaign AI or Contact List tools to make this fast and easy.
- Leverage Social Proof: Encourage satisfied customers to leave reviews and share their positive experiences via their own channels.
- Engage on Social Media: Actively participate in social media conversations to increase your chances of being mentioned. Use Press Ranger to add connections to journalists via Twitter, LinkedIn, etc.