The role of media in public reactions is very important. It serves as a bridge that connects the target audience to the organization. Media is a way for companies to create awareness and public support.
Here are the three main types of media businesses can use.
Paid media is the external marketing efforts of a company that uses paid placements. This includes paid search advertisements, shopping, and pay-per-click ads. Many organizations would prefer paid media because it is a quick way to drive traffic to the website and attention to the company.
Paid media can be a very helpful tool for startups and small businesses to increase awareness and familiarity about their purpose, products, and services. However, it does not guarantee sales, so the company still has to possess high skills in copywriting and graphic design to increase conversions.
Owned media refers to the company’s website, blog, videos, social media accounts, and any content that they own. With it, the audience can get to know and interact with the company to learn more about them.
The benefit of using owned media is that it is non-intrusive. Additionally, the campaign managers have full control over what information to publish, so they can produce more varied content on channels that are free to use. However, its downside is that it consumes a lot of time and effort to maintain.
Earned media are those that the public posts about the brand, product, or service. An example is when customers post their reviews or recommendations on social media. It is something that a third party voluntarily publishes, just like free advertising.
Its advantage is that because it comes from the public, others are more likely to trust it, too. And the more credible the feedback is, the bigger its impact in favor of the company. However, it also has its risks as the company has no control over the content.
Content competition is becoming more challenging in today’s digital world. A public relations advertising agency like NGP IMC can support the company’s goal to increase its brand exposure and attain specified goals. Learn more about the types of content to broadcast and where to get PR services in an infographic from NGP IMC.