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What is the difference between EARNED MEDIA and PAID MEDIA?
2024-10-28

Earned Media

As the name suggests, earned refers to the non paid media exposure that we strive to obtain through hard work. For example, news reporting, social media sharing, word-of-mouth communication, etc. The exposure of Earned Media is not obtained through the purchase of advertising space, and this type of reporting does not require brand or product payment fees, nor does it require the addition of sponsorship tags. But it is voluntarily reported or disseminated by the media due to the characteristics, events, or news value of the brand or product itself.

Although these acquired reporting positions and locations may not necessarily be in the main position, they have a significant impact on the exposure and recognition of the brand or product. Compared to advertising, acquired media coverage is often considered more persuasive and credible because it is based on the media's independent judgment of the information.

Paid Media

PaidMedia refers to media exposure that requires payment, including traditional advertising such as print, radio, television, billboards, online advertising, as well as social media, search engines, and KOL paid partnerships. As long as payment is required, it belongs to this category, including PPC, which is also a common content of Paid Media. Due to its paid media exposure, there is more room for operation and it can more accurately reach the target audience.

In addition, there is also what we often refer to as Owned Media, which refers to the media exposure we own, such as official websites, blogs, and social media. The utilization of these three needs to be combined with the brand's needs to develop media strategies. Owned Media is an extension of the brand, while Earned Media is the accumulation of brand reputation. Appropriate paid media investment can bring more traffic to self owned media.

Organic pitch

What kind of organic pitch does our overseas PR belong to? Usually, our Media Pitch refers to obtaining media coverage and exposure through traditional PR methods such as sending press releases, inviting media to events, arranging interviews, etc. This method belongs to a type of Earned Media. Compared to paid advertising, the exposure of Earned media is usually more credible and persuasive because it is based on the media's independent judgment of the information.

In our overseas PR work, in order to obtain more media releases for the brand, maintain good relationships with media editors, gain a deep understanding of the preferences of different media, continuously optimize content and SEO, these are all processes to achieve the goal of Earned Media.