Earned media refers to the exposure and recognition you’ve gained through third parties. In the eyes of consumers, earned media is the most trusted and credible form of content about your brand. Traditional media placements are important, but word-of-mouth also has an impact on your organization. People trust their friends or experts in a particular space, and these influencers can have a drastic impact on how your organization is perceived. Third-party validation is critical in positioning your organization as a leader. Our team has established relationships with the media at the community, local, regional and national levels—including key industry trades—to reinforce your reputation. We also know how to leverage social media to monitor conversations about your organization and build relationships with key influencers.
Owned media are the channels for content that your brand controls and creates. Through owned media channels, every organization can be a publisher and tell its own story. It allows businesses to improve relationships with existing customers and cultivate relationships with new prospects. Beyond just getting your message out there on your own terms, owned media can inspire the people who experience it to share with others. If done well, owned media not only delivers on your brand’s promise, it drives engagement and exposure.
Organic social media content and search engine optimization can only take you so far in today’s crowded digital media marketplace. This is where paid media comes in. Advertising guarantees the right audience will see your content and it offers scale and an immediacy of messaging that the other channels do not. It lets you reach new markets and target new people, and allows you to track results to make smarter, more informed decisions about your communication strategy going forward. Our team of experts know how to reach your key stakeholders with a smart paid media strategy.