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The new landscape: Earned, Paid or Owned Media?
3 thingsthat changed PR
10 years
in the last
1. The fall of traditional media
1. The fall of traditional mediaEarned media perceived as a treat for paid media.
2. The rise of social media
2. The rise of social mediaChanged PR function:
from media relations to media creation
3. New era media relations
3. New era media relationsEvery company is a media company.
Every PR specialist is a separate media company.
3 thingsthat will change PR
10 years
in the next
1. Fast-moving consumer news
1. Fast-moving consumer newsIf your news is longer than 140 characters, it’s unreadable
2. Lack of trust in media
2. Lack of trust in mediaThe reputation of the “news distribution channel”
will affect the companies’ reputation.
PR specialist are more likely
to develop owned media instead.
3. No brand mentions
3. No brand mentions
Earned Paid Owned Earned Paid Owned
Earned Paid Owned
Before Now
Future
3 thingsWe hope to happen
in 10 years
to change PR
1. Brand mentions liberalization
1. Brand mentions liberalizationEarned media = reputation
Paid media = product
2. 360-degree communications:changing the agencies
2. 360-degree communications:changing the agencies
No service diversification,
But service consolidation instead.
3. 360-degree communications:changing the companies
3. 360-degree communications:changing the companies
PR experts with different expertise needed.
(Isn’t Social Media Content Manager
the new title of the PR Manager?)
Thank you!Mila Milenova
Member of the MB, Bulgarian Public Relations Society
PR & Advertising Manager, Max Telecom
