In this day and age of the internet and social media, success is all about visibility. At Fort Lauderdale PR firm Durée & Company, we strive to make our clients visible on various social media platforms and news outlets to ensure the best coverage. There are countless ways to spread the word about a client, such as Instagram posts, editorial coverage, newspaper ads, and clickbait to name a few. These methods are just some examples of earned and paid media. You may be wondering what exactly those terms mean and what the difference is, so we’re breaking them down here.
- Earned Media – Sharing. These can be mentions or reposts on social media platforms, such as Facebook, Twitter and Instagram, as well as reviews on websites like Yelp. Earned media also includes traditional PR coverage, such as editorial articles written by media as the result of proactive pitching. Businesses do not pay for this publicity, yet they benefit greatly from the third party endorsement, promotion and engagement opportunities earned media provides.
- Paid Media – Advertising. This includes space in a publication or on a website that a company pays for in order to promote a product or service. You’ve probably seen this type of media on your favorite celebrity’s Instagram and along the sides of most of your frequently visited websites.
Both forms of media are important, but companies should shift their focus to earned media. The power of editorial coverage is undeniable and without advertising dollars at play, this kind of visibility is trusted and highly regarded. Social media have created an immense platform for sharing information and promoting clients without spending an obscene amount of money on ad space. Yes, it’s effective to pay a celebrity to endorse a product on their highly visible page, but mentions from several social media accounts which build up over time and articles in reputable publications can be just as effective for a much lower cost.
But a business cannot depend entirely upon earned media and expect to be successful. A combination of the two, with increased emphasis on and dedication to receiving earned media, will help a business flourish and grow, one share or click at a time.
About Durée & Company
Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and non-profit arenas for local, national and international clients focusing on public relations for real estate, public relations for restaurants, public relations for law firms, public relations for charities, public relations for healthcare, and many more. Durée & Company services include Public Relations, Social Media, Marketing, Advertising, Special Events, and Radio Promotions and Outreach.