1 Learn the concept
Businesses reach audiences through three main types of media. Paid media is anything you pay for, such as ads. Owned media is what you control, such as your website, email list and social profiles. Earned media is attention you get from others, such as press coverage, reviews and shares. A strong plan uses a mix, because each type does a different job. This lesson explains all three and how to combine them.
2 See it in action
- Paid: fast and controllable, but it stops when the budget stops.
- Owned: builds over time and costs little once set up.
- Earned: highly trusted, but you cannot fully control it.
- Combine them: paid can amplify owned content, and good owned content can earn mentions.
Worked example
A mix for a restaurant opening
Paid: a small local ad for opening week, $200.
Owned: a menu page, an email signup and opening-week photos on the restaurant's own profile.
Earned: invite two local food bloggers and ask happy guests to leave reviews.
Result to look for: reservations from the ad, signups from the website and a handful of reviews and mentions.
Takeaway: each type does a different job, so a plan with only one is fragile.
3 Study an example
Real-world case study
Red Bull Stratos: paid, owned and earned working together
What they did. On October 14, 2012 Red Bull funded and live-streamed Felix Baumgartner's high-altitude jump, called Red Bull Stratos. Red Bull produced its own footage, including helmet-camera and aerial views, and broadcast it online.
What happened. According to Wikipedia, more than 9.5 million people watched the live YouTube stream, a record for concurrent live viewers at the time, and coverage and sharing carried the story far beyond Red Bull's own channels.
What to take away. Red Bull paid for the mission (paid), controlled the broadcast and footage (owned) and earned worldwide coverage because the event itself was newsworthy (earned). The three types reinforced each other.
Viewership figures come from published reports and may differ by source.
Sources Wikipedia: Red Bull Stratos
4 Apply it and download
- List one example of paid, owned and earned media for a business you know.
- Say which one it relies on most.
- Complete the media mix planner.
Worksheet Media mix plannerOpen, print or save as PDF