As PR professionals with backgrounds in journalism, the PR team at Chalk & Ward have many tools at our disposal when it comes to promoting our clients. While the art of storytelling will always be a key part of what we do in the creation of compelling press releases and blogs, in the diverse and rapidly evolving world of media, we increasingly need to look at multiple and varied platforms for getting our clients’ messages across.
Two primary types of writing dominate the current media landscape: paid media and earned media. Understanding the differences between these content types, their roles, and their impact is essential for companies, consumers, and industry professionals.
Paid media.
Often referred to as sponsored content, or branded content, this is media that a brand pays to place. This type of content is designed to promote a product, service, or brand while blending seamlessly with the regular content in a newspaper, magazine or on a social media platform. The goal is to engage the audience without being overtly promotional.
There are strict guidelines from the Advertising Standards Authority to ensure that the copy is clearly branded to ensure transparency. Additionally, influencers and content creators are required to disclose paid partnerships with hashtags like #ad or #sponsored.
The clear advantage of paid media is that companies finance its creation and placement. Another plus point is that the design of such pieces has evolved so that it mixes seamlessly with the style and lay out of the publication or platform.
Indeed, it is often so good it is easy to get half-way through an article in for example, a Sunday supplement or women’s magazine, before realising the piece has not been independently written. It is certainly a far cry from the days of advertorials in newspapers when the content would be surrounded by supporting ads from suppliers who had been offered a tempting discount to appear on the same page.
Earned media.
This refers to organic content that a brand or individual gains without paying for it. This can include media coverage, social media mentions, reviews, or word-of-mouth recommendations by influencers. It is ‘earned’ because it is often a result of the brand’s reputation, relationships, or noteworthy activities rather than financial transactions.
At Chalk & Ward, we write all our press releases as complete news stories, including quotes and subtle, embedded messages about our clients. This ensures that while we can never guarantee media coverage, if a time-pressured journalist likes the story, they can re-purpose our content easily whilst also adding a back-link to the original content.
The role of both content types.
Although we excel at getting stories into the media on their own merits, we are increasingly finding that news organisations have a cut-off point after which they request that we purchase advertising space for clients.
This is understandable, particularly when several media organisations such as Newsquest, are offering content creation and marketing services of their own.
And there’s no doubt a balanced approach – with some beautifully designed ads plus carefully curated content – can have a huge impact as part of a wider PR strategy.
At Chalk & Ward, we also have specialists in media buying across all media and broadcast outlets, ensuring we get the best rates and excellent ROI for our clients.
To conclude, in the UK media landscape, both paid and earned media play pivotal roles. Paid media offers control and direct engagement, while earned media brings authenticity and credibility. As media consumers become more savvy, the lines between these content types must be transparent. For brands and media professionals, the key lies in balancing these approaches to build trust and effectively reach their audience.
