Loading
PR Glossary
Earned, Paid and Owned Media: definition
The three types work together. Owned media is where you tell your own story, paid media buys reach on demand, and earned media borrows the credibility of independent sources.
For example, a brand might publish a study on its own site (owned), earn news coverage of it (earned), and promote the coverage with ads (paid).
PR focuses primarily on earned media, because trust that is granted by others is harder to win and far more persuasive than trust a brand claims for itself.
Related service
Media RelationsMedia Relations
Media relations is the practice of building and maintaining relationships with journalists and editors to earn favourable news coverage. It covers media lists, story pitching, press materials and interviews. It is the core of most PR programs, because credible earned coverage depends on genuine relationships with the reporters who cover a brand's category.
Public Relations
Public relations is the practice of managing how an organisation is perceived by earning trust and coverage rather than buying it. It uses media relations, content, events and communication to build and protect reputation with the public, media, customers and other stakeholders. Unlike advertising, the attention it earns is credited to independent sources, which makes it more credible.
Press Release
A press release is a short, factual announcement written in news style and sent to journalists to inform them of something worth covering, such as a launch, a result or an appointment. It leads with the most newsworthy fact, includes quotes and background, and gives reporters what they need to write about it accurately.