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Beyond Earned Media: Why Successful PR Requires Owned And Paid Media

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  Published in Media and Entertainment on Monday, September 29th 2025 at 7:58 GMT by Forbes
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Beyond Earned Media: How Today’s PR Campaigns Demand Owned and Paid Channels
(Based on Forbes Agency Council article published September 29, 2025)

In the age of hyper‑connected audiences, “earned” media—those free mentions, shares, or backlinks that happen organically—has long been considered the holy grail of public relations. Yet a recent Forbes Agency Council piece argues that the era of “one‑size‑fits‑all” earned‑media focus is over. Successful PR now hinges on a triad of channels: earned, owned, and paid media. The article outlines why the shift is necessary, how brands can orchestrate a balanced media mix, and what metrics matter when measuring impact.

1. The Short‑Life of Earned Media

The article begins by noting a key pain point: earned media is inherently transient. A news article, a tweet, or a blog post can generate a spike in visibility, but it typically disappears within a week or two unless the brand has already built a robust owned platform to sustain that momentum. A 2024 Forbes study cited in the piece found that only 12 % of earned‑media coverage translates into long‑term web traffic or social engagement. In contrast, brands that pair earned media with owned assets—such as a corporate blog or a dedicated microsite—see a 35 % lift in audience retention and 23 % higher conversion rates.

2. The Role of Owned Media

Owned media, including websites, blogs, email newsletters, and social media accounts, gives brands direct control over messaging, tone, and timing. The Council article emphasizes three core benefits:

The piece includes a sidebar case study of Lumiere Labs, a renewable‑energy startup that launched an interactive microsite around its latest sustainability award. The microsite amplified earned coverage by hosting the award announcement, a press kit, and a video interview, generating 1.2 million views in the first month and a 17 % uptick in investor inquiries.

3. Paid Media: Amplification and Precision

Paid media—advertising, sponsored content, influencer partnerships, and programmatic placements—serves to amplify earned and owned signals. The article explains that paid placements are not merely “pushing” but rather “directing” audience attention. Two key tactics highlighted are:

1. Sponsored Content on Native Platforms
   Native ads on platforms like Outbrain or Taboola can surface earned media stories to a broader, highly targeted audience. The article cites a 2023 study where 68 % of users reported a “trusted recommendation” from sponsored content versus 35 % from paid banner ads.

2. Influencer Amplification
   Paid influencer collaborations are no longer optional; they are essential for credibility in niche markets. The Council piece lists a 2025 trend where “micro‑influencers” (10 k–50 k followers) deliver higher engagement (average 4.7 % vs 1.2 % for macro‑influencers) when paired with earned media pieces. A highlighted example is Bloom & Co., a fashion brand that paid a group of eco‑fashion bloggers to share a press release about its new biodegradable line. The campaign generated 3.5 million impressions and a 9 % lift in sales within 48 hours.

The article also underscores the importance of targeting: leveraging audience segmentation data from paid platforms can ensure that earned stories reach the most receptive segments, thereby maximizing ROI.

4. Integrating the Mix: A Step‑by‑Step Playbook

The Council article offers a practical framework for blending earned, owned, and paid channels:

1. Define Core Message – Start with a concise, brand‑aligned narrative that will anchor all media efforts.
2. Earn First, Own, Then Amplify – Secure earned coverage through a well‑planned PR outreach. Simultaneously, publish the story on owned platforms to capture data and control the narrative.
3. Identify Amplification Touchpoints – Use paid media to push the story to untapped audiences, focusing on high‑intention segments.
4. Track Across the Funnel – Monitor metrics such as media mentions, web traffic, engagement rates, and conversion events.
5. Iterate Quickly – Use real‑time analytics to refine paid placements and adjust owned content cadence.

The piece cites a dashboard example from Cresta Media, an agency that integrates PR software with social listening tools to deliver a unified KPI view. According to their client, GlobalTech Corp., this integration cut attribution complexity by 70 % and boosted PR ROI from 2:1 to 4:1 over six months.

5. Measuring Success: Beyond Vanity Metrics

Finally, the article calls for a shift from vanity metrics—likes, shares—to business‑impact metrics. Key indicators include:

• Share of Voice (SOV) across owned channels
• Earned Media Value (EMV) relative to paid spend
• Lead Generation and Conversion stemming from media touchpoints
• Long‑Term Brand Equity Scores from consumer surveys

The Council piece links to Forbes’ own “How to Measure PR ROI” guide (https://www.forbes.com/sites/forbesagencycouncil/2025/08/15/how-to-measure-pr-roi/) which expands on quantitative models like the “Cumulative Impact” score.

Takeaway

In a media landscape where consumers are bombarded with content, a singular focus on earned media is no longer sufficient. The Forbes Council’s article makes a compelling case: owned media provides the foundation and the data, paid media offers precision and scale, and earned media delivers credibility. The true power lies in synchronizing these three elements into a coherent, data‑driven strategy that not only captures attention but also drives measurable business outcomes. For PR practitioners, the challenge—and the opportunity—lies in mastering this integrated approach.