The perfect message isn't enough if it’s only coming from you.
OWNED, EARNED AND PAID
There are three components to successfully marketing an organization.
Owned — The company website, social media, etc.
Earned — Coverage in third-party media outlets
Paid — Ads, sponsorships
Our focus is the second, and integrating it with the first. Earned media is commonly the area that marketing teams need the most outside help with. It’s the only component that involves factors outside the control of the organization. This is also what makes it so powerful.
Having a stellar website is, of course, essential. Advertising, when executed well, can often drive sales. But earned media conveys something both owned and paid media does not: trust. Buyers are aware that companies fully control their website and their advertising, and thus view them through a lens of skepticism. They’re being sold to, and they know it. Earned media is the opposite: The outlet’s audience understands that any organization being covered is noteworthy enough to be there.
“Seeing an organization covered in a valued media outlet is the next best thing to a word-of-mouth referral.”
How the buyer perceives earned media
For any organization whose success is deeply rooted in trust and relationships — whether that’s a long-running professional services firm or a startup seeking partners and investment — earned media is critical because of how it comes across.
Not overt — Unlike other forms of marketing, which are transparently promotional, potential clients will not assume a PR firm is working behind the scenes. They will simply see an industry leader sharing its expertise.
Depth of message — More than any other marketing channel, PR allows potential customers to get to know the character of an organization and differentiate it from the competition. While brand awareness is key, simply seeing a logo in an ad typically does not make a memorable impression. Absorbing the passion and knowledge directly from the leader of an organization, whether through the spoken or written word, is a game changer.
Third-party validation — When one consumes media, they understand intrinsically that an outlet must deem an expert knowledgeable and noteworthy in order to share them with their audience. This builds trust, in addition to awareness. Seeing an organization covered in a valued media outlet is the next best thing to a word-of-mouth referral.
HOW EARNED MEDIA BOOSTS OWNED MEDIA
Gaining exposure in front of the audience of a media outlet is an effective way to form new connections. When combined with owned media, it’s also an effective way to convert more business from existing connections.
Sharing earned-media placements on an organization’s website, social media, email marketing and other owned channels adds an entire new dimension to this content. Imagine how much more weight a blog post carries if it was first published in a recognizable media outlet. (Here’s an example of this concept, that is also about this concept.)
Broadcast interviews can often be repurposed into web and social content that, in addition to the validation from the outlet that first carried the interview, has a fresh feel because it was extemporaneous.
We work closely with our clients’ marketing teams to integrate media coverage into their marketing channels in a customized way that provides the greatest ROI on the organization’s PR investment.