In today’s fast-paced media environment, public relations (PR) is about much more than just getting the word out. With the rise of digital platforms, PR professionals now have more tools at their disposal to shape and share a brand’s message. Two of the most important resources in the PR toolkit are earned media and owned media. Though they serve distinct purposes, when used together, they can greatly boost a brand’s visibility, credibility, and control over its narrative.

The difference between earned and owned media

Earned media refers to the exposure a brand gets through external sources like media outlets, bloggers, influencers, or even customers. Unlike paid advertising, earned media isn’t bought; it’s gained through efforts like press outreach, content marketing, and social media engagement. Think of earned media as that glowing review a blogger writes about your product or a journalist covering your company in a major publication. This type of coverage tends to feel more genuine since it’s coming from a third party.

Owned media, on the other hand, refers to content and platforms that your brand has complete control over like your company’s website, blog, social media pages, and email newsletters. It’s your chance to directly communicate with your audience, offering insights, updates, and stories about your brand on your terms. You get to craft the message, set the tone, and decide when and how the information gets out.

The power of earned media: Credibility is king

One of the main goals of PR is to build a positive image and reputation for a brand, and earned media plays a big part in that. When your brand is featured by a respected journalist or mentioned by a trusted influencer, it’s a kind of third-party validation. In other words, someone outside your organization is saying, “This brand is worth paying attention to.”

This kind of endorsement can be extremely powerful, especially in an era where consumers are wary of traditional advertising. When they see your brand covered by an impartial source, they’re more likely to trust that information. Earned media not only establishes credibility, it can also introduce your brand to entirely new audiences. An article in a high-profile publication or a shoutout from a well-known influencer can reach people who wouldn’t have discovered your brand otherwise.

For example, when one of our clients launched an innovative new product focused on sustainability, the press release generated 18 pieces of coverage across various trade publications in multiple industries. This exposure introduced their product to thousands of potential new customers, building their credibility and expanding their reach – without paying a dime for the coverage.

Owned media: Your message, your way

While earned media helps build credibility, owned media is where you get to fully control your message. With owned media, you can ensure that your brand’s story is communicated exactly the way you want it to be, without anyone else putting their spin on it.

This also gives you the opportunity to tell deeper, more comprehensive stories about your brand. Where earned media might highlight a specific news angle, owned media allows you to explore broader themes — such as your mission, values, and the people behind your brand.

For example, if our client is featured in a trade publication, we’ll recommend using owned media, like a blog post or LinkedIn article, to expand on the coverage, which often might only be a press release. This gives them the opportunity to dive deeper into their story, perhaps sharing some interesting behind-the-scenes details, offering customer testimonials, or highlighting how the feature aligns with their broader mission and values.

Owned media is also key for building long-term relationships with your audience. Through blog posts, newsletters, and social media, you can share regular updates and valuable content that keeps people engaged. Plus, it’s an essential tool for amplifying earned media—by promoting your mentions across your channels, you increase the chances that more people will see and engage with them.

The synergy between earned and owned media

To maximize the impact of your PR efforts, earned and owned media should work together in a powerful, symbiotic relationship. Earned media can lend credibility to your owned media channels, while owned media can help reinforce and promote your earned media.

Here’s an example: Let’s say your PR team lands your CEO an interview on a popular podcast. Your company can follow up by writing a blog post that highlights key takeaways from the interview and provides a link to the full episode. By sharing that post across your social media channels and featuring it in your email newsletter, you’re amplifying the visibility of the earned media coverage through your owned media.

Conversely, journalists and influencers often use owned media as a reference. If your website or social channels consistently tell a clear, compelling story about your brand, it becomes easier for them to understand and convey that narrative.

A balanced PR strategy will have the maximum impact

In the world of PR, both earned and owned media play a critical role. Earned media helps establish credibility through third-party endorsements, while owned media allows you to maintain control over your brand’s narrative. When used in tandem, they can amplify your reach, build trust, and ensure your brand’s story is communicated effectively.

To get the most out of both, your PR strategy should leverage the strengths of each. By integrating earned and owned media into a cohesive plan, you’ll build a stronger, more authentic presence in the market, one that resonates with your audience and stands out in a crowded media landscape.

Contact us to learn how we can help your organization harness the full potential of earned and owned media.