About this article

Read time:

4 minutes

Category:

Guides and advice

Is owned media the new earned media?

Pitching out stories to the press in the hope to gain a great piece of coverage for our clients is something we do as a B2B PR agency on an almost daily basis. We call it ‘earned media’ – coverage gained in a publication based on its editorial merits, as opposed to ‘paid media’ which sees brands pay for their space on the page. There’s a third one added to the mix – ‘owned media’ – which given the changing media landscape is coming more into the forefront.

 

Owned media refers to any content that brands create themselves and are in control of, including their website, blogs or social media platforms. Historically  PR pros wouldn’t necessarily be involved with a clients’ owned media, as typically it would be something the business would take care of themselves. However, today PR pros are increasingly involved in the creation of owned media content to help their clients shape their content for an increasingly digital audience. For example, here at Skout, we’ve become more involved with our clients’ own blog pages in recent years and now, we rarely approach campaigns without considering digital content too, e.g.  infographics, videos and social media content; all of which are ‘owned media’ and used on our clients’ own platforms.

 

This change in approach can’t come as any surprise. The death of the press release is a hot topic for the PR community, and we’re all working to respond to the changing way people consume media. Creating digital, shareable content that promotes your client’s brand not only helps build brand awareness, but also feeds into how today’s audiences want to access the news and brand information.

 

Thanks to digital media, the definition of ‘media relations’ is now shifting away from purely focusing on earned media. But that’s not to say that achieving press coverage has become any less important. Infographics and videos are in demand from the media who are too looking for ways to tell their stories to their digital savvy audiences. An integrated campaign that considers both earned and owned options can be a fruitful approach.

 

Alex Brown enjoys being one of the Skout blog’s most regular contributors.

About this article

Read time:

4 minutes

Category:

Guides and advice

What to look out for when selecting a tech PR agency

Content with your B2B content? How to make it worker smarter and harder to achieve your marketing goals

Browse more blog posts

Posted on
byJames Bentley
If you’re in the wonderful world of tech, selecting a PR agency will be one of your big decisions. The right tech PR agency will significantly increase your brand’s reputation, market visibility and, ultimately, success. Here’s what you should be looking for: Industry experience and expertise Look for an agency with a proven track record in tech PR. They should...
Posted on
byRebecca Brown
There aren’t many B2B marketers out there who don’t spend a lot of time thinking about content and how to best use it to engage their audiences. In fact, over 70% believe content is becoming increasingly important in driving overall marketing success. But just because it’s the right thing to do, doesn’t always mean it’s done right. Audiences are being...
Posted on
byJames Bentley
Whatever stage your tech business is at, whether you are pre-revenue, or scaling up, PR has an important role to play in pushing you to the next level. As a staple part of Skout’s heritage, we have seen the tech PR landscape morph and shift over the years. But the core reasons why PR in the field is beneficial for...
Posted on
byJames Bentley
B2B market research serves many crucial purposes for companies working in the business-to-business (B2B) sector. Here we will look at some of its most common objectives. Understanding customer need B2B market research helps businesses to understand the needs, wants, preferences and pain points of other businesses. This knowledge can help with a range of things. These might include the creation...
Posted on
byIsobelle Yoxall
Podcasts have surged in popularity, boasting a staggering 464.7 million listeners globally in 2023, a number expected to climb to 504.9 million by 2024. This trend shows no signs of slowing down, as new content creators, including influencers, YouTubers, and B2C brands, are embracing podcasts. Even major corporations like Johnson & Johnson and McDonald’s have joined the podcast wave. This...
Posted on
byJames Bentley
Business-to-business (B2B) content marketing is a way for one business to reach and connect with other businesses in its target audience. Direct sales are not the focus of content marketing. Instead, it’s all about the creation of relevant and informative content that attracts and engages prospects from other businesses or organisations and converts them into loyal customers. Building trust, establishing...
Posted on
byJames Bentley
If you’re a business and you have a product or service that you know other businesses would love, it’s time to start your B2B PR journey. Your efforts should focus on building relationships, increasing brand visibility and fostering trust among these other businesses. B2B PR requires an approach that is tailored to the business landscape rather than the individual consumer...
Posted on
byJames Bentley
In the dynamic landscape of B2B marketing, understanding various strategies is crucial for marketing efforts to be successful. With the right approach, you can propel your company to new heights and forge fruitful partnerships. Here, we outline the four types of marketing that can help revolutionise your business. 1. Content B2B marketing Content marketing is the backbone of any successful...
Posted on
byJames Bentley
For businesses intending to reach and engage potential customers effectively, B2B email marketing is a cornerstone in today’s ever-evolving digital landscape. When used correctly, it can drive leads, nurture relationships and ultimately boost revenue. If you have ever wondered how to begin B2B email marketing, look no further than this step-by step guide. 1. Define your goals and target audience...
Posted on
byLee Simpson
Whether you call them Key Opinion Leaders, influencers or simply celebrities, leveraging the reach of influential people in various industries has long been part of PR strategies. The definition of what an ‘influencer’ is varies and the concept is nothing new; in our business a journalist can be an influencer, able to shape public opinion and raise awareness of new...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.