Today’s media landscape requires adaptability and agility. How we consume news has changed. Print publications are shifting to digital platforms. Traditional newsrooms are shrinking as the number of content creators and influencers increases. Social media is now a go-to source for gathering information, but it is also marked by constant change. We’re currently watching this with TikTok’s ongoing efforts to avoid a ban. As the media landscape evolves, it creates the opportunity for brands to think creatively about owned media channels and leverage them as part of a public relations plan.

 

Owned Media

Owned media refers to the content that your brand owns and controls. You have the ability to shape the messaging and distribution. It is different than earned media as it doesn’t rely on a journalist or news outlet. This offers more opportunities to share your brand story but can be a challenge if it is too promotional. Developing high-quality content that provides value for your target audience is essential to an owned media strategy. It’s also important to identify the right platforms for distributing your content to ensure it reaches your target audience effectively.

 

 

Examples of Owned Media Channels

• Website: A website allows you to control the messaging and quickly update the content as you monitor interactions. Keep visitors exploring your information for longer with engaging design and easy-to-navigate webpages. Measurement and analytics are at your fingertips with the ability to track traffic, conversion, and engagement.

 

• Online Newsroom: Adding an online newsroom to your website is a great way to centralize press materials that are most relevant to journalists. This is especially important now while most journalists are asked to do more with fewer resources. Be sure to include company announcements, press releases, fact sheets, videos, and photos. Executive thought-leadership articles and insightful blog posts can also go in the newsroom. Our client Jackrabbit Technologies’ offers an engaging Newsroom that shares workplace culture, company growth, tech awards and software upgrades.

 

• Podcast: Podcasts allow your brand to share thought-leadership through audio. Listeners often feel more connected to the hosts. A consistent schedule with engaging information can foster brand loyalty. Episodes are also a great tool to demonstrate a hosts’ ability to credibly speak on a topic and integrate as part of media outreach.

 

• Email Newsletter: Email newsletters provide direct communication to a dedicated audience. Building an email database is key. It creates an opportunity where you are less reliant on social media algorithms. Newsletters are also an excellent platform for amplifying earned media and sharing curated news and updates.

 

Add Owned Media to a PR Strategy

When planning a public relations strategy, owned media should be at the core. It builds credibility and positions your brand and leadership team as a trusted source. Done right, it encourages your audience to share your content organically. The main thing is to create value that resonates with your audience. It’s quality over quantity. By consistently tracking how your audience spends time with your content, you can adapt and stand out in today’s media landscape.

 

Ready to Elevate Your PR Strategy with Owned Media

At PIVOT PR, we create owned media content that enhances your public relations efforts and builds meaningful connections with your audience. To learn more about how we can support your PR goals, email us at [email protected].