Ditch the Venn Diagram – Inbound PR’s Role in Paid, Earned, Owned and Social Media
Judging by its valuable tweet soundbites, PRSA’s International Conference (#PRSAICON) this week sounded like a huge success — very informative with a great group of expert speakers and savvy attendees. One presentation really stood out for me — PR Newswire Director Michael Pranikoff’s The Convergence of Paid, Earned & Owned Media.
While Mike’s preso is nearly 90 slides total (and still worth the read!), I think this single slide sums up Inbound PR’s role perfectly:
- Paid Media = show me the $$$ (but make sure PRs drive visitors/attendees/subscribers/etc.)
- Earned Media = traditional media/analyst/influencer outreach, speaking & awards
- Owned Media = content, content, content, content, content
- [Social Media = share media across all channels via social networks]
Now, let’s back this up with some data. Traditionally, PR has fallen into the “Earned Media” bucket. But what about “Owned Media”? A recent survey based on a poll of 740 members of the B2B Technology Marketing Community on LinkedIn found B2B marketers use content marketing to achieve (top 3):
- Lead generation: 68%
- Thought leadership/market education: 50%
- Brand awareness: 39%
The most popular content tactics were:
- Case Studies (62%)
- Whitepapers & eBooks (61%)
- Press Releases (58%)
- Newsletters (55%)
- Blogging (51%)
LinkedIn was the most popular social media platform at 85%, followed by Twitter (70%), Facebook (54%), and YouTube (53%).
There’s QUITE a bit of overlap across Marketing, Advertising and PR here. It’s clear to me that it’s time to ditch the Venn diagram. The lines aren’t blurred; they’re disappearing.
The role of a rockstar Inbound PR pro is to facilitate Paid Media, curate Earned Media, create Owned Media, and share via Social Media.
“For PR pros, it’s no longer sufficient to rely on earned media coverage to drive action. A good catalyst, yes, but it’s how you merchandise that coverage that matters today — even if it means paying (God forbid) for amplification in the mediaspheres.”
And to wrap this post up with those excellent #PRSAICON tweet soundbites mentioned above…
— Lee Odden (@leeodden) October 15, 2012
— Crescendo Collab (@CrescendoCollab) October 16, 2012