Earned Media vs paid Media for Brand Building

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This topic contains 1 reply, has 1 voice, and was last updated by  Stephen Murdoch 3 years, 6 months ago.

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    Foxwood Resort

    I find that earned media is better in building my brand / identity vs paid media, where I may have lots of calls after a paid advertisement, but then that dies down, whereas earned media seems to leave a longer lasting impression on the audience.  What type of strategy should I have to build my brand through earned media?

    #7268 Reply

    Stephen Murdoch

    Hi Foxwood Resort,

    Thanks for the question.

    You need a strong combination of earned media and purchased media.

    Too many organizations start and then stop a PR campaign. The best PR campaigns are ongoing.

    Make every effort to create an editorial calendar that will guide your PR efforts. The editorial calendar will help you send relevant information on a timely basis.

    A good editorial calendar outlining your resort’s assets will also help to guide your social media efforts.

    Planning and being strategic is key!

    Happy to chat in greater detail.

    Cheers,
    Stephen

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