Public relations isn’t so cut and dry, there are so many facets to it when it comes to media. Every brand needs publicity no matter where in the world you are. If you’re selling products or services then PR is a must-have. Even public relations agencies need PR.  

Publicists have the role of always juggling different opportunities for clients whether its an interview, editorial, appearances, sponsorships or partnerships. But when it comes to the media channels, know that not all media is created equal. Before you dive into allocating your budget to different types of media here are the 3 channels of media you’ll need to know: 

1. Owned Media

This can be from anything from blogs, video content, newsletters, websites, and social media posts. This type of media is generated in-house and controlled by you or by your team. Owned media can act as a home base for your PR activity. Usually, when people mention your brand they’ll link back to your owned media. 

2. Paid Media

Paid media is where you spend some money to gain awareness for your business. It can be in the form of influencer marketing, social media marketing, billboards, pay-per-click (PPC), or even AdWords. 

3. Earned Media 

This type of media is the hardest type of media to get because it takes a lot of effort, consistency, and hard work to establish. It’s also a tactic to boost conversation around your brand. Examples of earned media can be news mentions, feature interviews, editorials, customer reviews or testimonials. 

The ultimate goal of PR is to boost the reputation of your brand and spark dialogue. If you’re wondering what’s the difference between PR and marketing? The goal of Marketing is to drive sales and PR works in tandem with marketing to build awareness.