Paid media, owned media and earned media are concepts that are mainly found in the world of Public Relations and Marketing. They serve to distinguish between the different categories of the media offer.

For the distribution of content and communication with clients, media platforms are used, in which we classify the messages that appear into three categories: earned media, paid media, and owned media. 

The event was broadcast live by dozens of TV stations around the world, a special countdown programs were prepared, and expert studies were organized to debate the dangers of this feat.

What is Owned Media?

The term owned media covers all platforms that you manage yourself. This is your website, but also your social profiles such as your Facebook company page or your Linkedin account. As the name makes it clear, Owned media is online property owned by a company or brand. You may have visited company blogs, websites, and social media channels. These all are the example of Owned media. There is no PR team in Owned media. You have to do everything by yourself. Or if you are a big company or a brand, then you can place an in-house team to publish posts about your company and maintaining the online reputation on social media.

What is Paid Media?

Paid media is, as the term suggests, all media that you pay for. This can range from Google Adwords to media banners to paid Facebook ads or Linkedin ads.

Paid media means you have to pay to advertise. You can pay per impression, per click, or even per conversion. Our goal is to manage the advertising investment of companies as efficiently as possible according to their objectives and to obtain the best return on investment. For example, get leads (completed forms, phone calls), online shopping, increase brand awareness, etc.

What is Earned Media?

This is all the media you have earned. We mainly think of positive advertising that customers tell by word of mouth. On social media, it is about positive messages and comments that are distributed by users. This advertisement is the most valuable advertisement.

Earned media can mainly be earned by using a good content marketing strategy. If you provide the right relevant content, users will automatically leave comments on your content.

In this way, you can implement a strongly earned media policy. Facebook has already announced that it will consider user-generated content more important than paid advertisements. And let this user-generated content be the most critical part of your earned media.

Paid, owned, and earned media - together, and they stand strong

The question is not which of the three media you will or will not use. But how are you going to make the decision? To have healthy media marketing planning, you have to use all three forms. Together they will achieve the most robust possible result.

It is up to you to decide which budgets and resources you are going to use on the various media. If your budget is a bit small, you can go for good content strategy on your website and your social profiles and spend a little less on your paid media.

Whatever you do, let the power of these 3 media forms combine to achieve the optimal reach for your company.