By: Sara Batchelder, Account Manager
Public relations is often thought of as synonymous with earned media coverage. But to tell a truly cohesive brand story, relying solely on earned media isn’t all you should focus on. A well-rounded PR strategy should incorporate earned and paid media to maximize your reach and reinforce your messaging in a way that feels both intentional and impactful.
Paid media opportunities can take many forms, including advertorials, sponsored articles, white papers, webinars, and other multimedia content. These avenues not only complement your earned media efforts but also allow you to take full control of the narrative and amplify your brand’s voice in ways that earned media alone cannot.
What Is Paid Media in PR?
Paid media is when a brand pays a publication or platform to secure content placements. This could mean securing a sponsored article in an industry publication, hosting a branded webinar, or creating a downloadable resource like a white paper. While earned media hinges on organic coverage, paid media gives your brand a platform to shape the conversation on your own terms.
Incorporating paid media into your PR strategy bridges the gap between organic storytelling and promotional messaging. It enables you to reach your target audience in a format they trust while maintaining full control over the message you’re delivering.
How to Integrate Paid Media into Your Strategy
The first step in adding paid media to your PR strategy is understanding your target audience. What publications are they reading? What digital platforms do they visit regularly? Talk with the outlets’ sponsorship teams to identify opportunities that meet your goals. For example, if brand awareness is your goal, an advertorial in a well-read industry publication can position your brand as a trusted player in that space.
It’s important to strike a balance. Paid media should complement your earned efforts, not overshadow them. A well-rounded approach ensures your audience sees your message as both credible and strategic, rather than overly self-promotional.
When executed thoughtfully, paid media helps you take control of your brand narrative, extend your reach, and convert your audience into loyal customers all while strengthening the overall impact of your PR efforts.
