The Basics of PR: Understanding the Different Types of Media Coverage for Your Brand

Introduction:
Navigating the world of PR can be challenging, especially with so many types of media coverage available today. Each type has a unique purpose, and understanding how they differ is crucial to making the most of your PR efforts. At OlaPR, we believe in empowering our clients with knowledge. Here’s a breakdown of the main types of media coverage, what makes them unique, and how each can benefit your brand.

1. Earned Media: Building Credibility Through Trusted Sources
Earned media, or “free media,” is publicity gained through organic efforts rather than paid promotions. This includes features in reputable news outlets, interviews, or social media mentions from influencers or satisfied customers. Since earned media is seen as impartial and not paid for, it often carries more credibility than other types.

• Benefits of Earned Media:
  Earned media builds trust and authority. A brand mentioned organically in a respected publication or by a trusted influencer comes across as reliable and authentic, making it one of the most powerful forms of media exposure.

• How to Get Earned Media:
  Craft strong press releases, share insightful content, and engage with journalists in your industry. Wave360, for instance, distributes press releases to top media outlets, helping you earn these valuable mentions.

2. Paid Media: Controlling Your Message Through Advertising
Paid media includes any media coverage or placements that are purchased, such as advertisements on social media, sponsored content, and paid search results. It allows for more control over the message, as brands can design ads to meet specific goals, whether for awareness, lead generation, or sales.

• Benefits of Paid Media:
  Paid media provides a fast, scalable way to reach large audiences. It also gives you complete control over what’s being communicated and ensures the content is shared on your terms.

• How to Use Paid Media Effectively:
  Combine paid media with other forms of media for a more balanced approach. Using earned media logos (like “As Seen On”) in your ads can boost credibility and attract more interest.

3. Owned Media: Telling Your Story Through Your Channels
Owned media refers to the content and platforms your brand directly controls, such as your website, blog, email newsletters, and social media channels. Owned media is great for building a consistent voice, sharing in-depth information, and cultivating a loyal audience over time.

• Benefits of Owned Media:
  With owned media, you have full control over the message and timing, allowing you to directly connect with your audience. Owned media also provides long-term value as content stays available and can continuously attract viewers.

• How to Maximize Owned Media:
  Keep your channels active with valuable content and updates. Repurpose media features or podcast appearances through PodWaves by sharing them on your owned media channels to keep your audience engaged.

4. Shared Media: Expanding Reach Through Social Interactions
Shared media encompasses social media interactions where brands and users share and discuss content. This includes retweets, shares, comments, and user-generated content on platforms like Instagram, Twitter, and LinkedIn. Shared media allows for two-way communication, helping brands create connections with their audience.

• Benefits of Shared Media:
  Shared media builds community and allows for greater engagement with your audience. It also increases brand visibility as followers share your content with their networks.

• How to Use Shared Media:
  Encourage user engagement by sharing valuable content, responding to comments, and running campaigns that prompt followers to participate. Showcase your “As Seen On” media logos on social media posts to inspire trust and increase shares.

Choosing the Right Mix for Your Brand
A balanced PR strategy often involves a mix of earned, paid, owned, and shared media. Each type offers distinct advantages, and leveraging them together amplifies your reach, credibility, and engagement. For example, OlaPR’s Wave360 and PodWaves services can help you gain earned media and podcast placements, while you use owned media channels to repurpose and share those features.

Conclusion:
Understanding the different types of media coverage and how each can support your goals is key to a successful PR strategy. With the right approach, your brand can benefit from a full spectrum of visibility—from the authority of earned media to the community-building power of shared media. At OlaPR, we’re here to guide you every step of the way in crafting a strategy that makes the most of each type of media for maximum impact.