Integrate PR and Marketing Leveraging the 4 Media Types

Anyone who has been in the PR profession for any length of time understands there are four media types to leverage in our strategic toolkit: Paid, Earned, Owned, and Shared. In some instances, others have included traded, promoted, and maybe a few others, but at the core, there are the four.

With the onset of social media, blogs, microsites, podcasts, and a ton of other publishing tools, companies have more control over their messaging and brand positioning than they ever had before. Both marketing and PR organizations are wrestling with how to command the attention of the market while eclipsing their competitors with a credible thought leadership position.

If we’re honest with ourselves, there is enormous overlap in the marketing and PR worlds. We’re all in the content business and continue to explore new ways of telling our corporate stories leveraging brand journalism. We have the shared goal of building brand visibility and market credibility, all with the intent of driving new business and increasing revenues.

Why not partner and tackle this beast together.

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