Let’s start with the basics: in marketing and PR, there are three main categories for getting the word out about your business.

  1. Earned media
  2. Owned media
  3. Paid media.

Owned media is content you own/control. Examples of owned media include your company website, your blog, your newsletter/email list, and your social media accounts.

Paid media is pretty straightforward: it’s media you pay for. Examples include online and traditional media ads, paid listings, and sponsored content. You can use paid media to promote or supplement your other two media categories.

Earned media is the category you have least control over, and may include things like product reviews, a write-up in a publication about your business, mentions in someone else’s article or blog, or being quoted for a story on something you’re an expert about.

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