Earned media is on the rise as marketers scrutinize the effectiveness of traditional paid media.
Marketing plans have always juggled some form of paid media (buying an ad), owned media (building a web site or store), and earned media (coverage in press or word of mouth). But the lines have blurred between these three forms of media. Some ad agencies have started hiring Earned Media Directors. Some PR agencies have started placing media buys.
The best paid media generates earned media .Tom Fishburne found this media chart useful, as it shows the integrated commingling of Paid, Owned, and Earned Media.
The net result of this blurring is that we have to earn ALL of our media more.