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What is news media?

By Marjorie Comer

A key component of the PESO model


A person holding a newspaper.News media is a major component of the Paid, Earned, Shared and Owned model. In fact for me, it’s my favorite part of public relations – assisting clients and companies in gaining news media. News media is often referred to as earned media, and it’s the content that third-party entities (namely media outlets) create about your company and your brand, its products, and its services. 




News media is the coverage your company receives on places other than what your company owns. For years, in the PR world, news media was most often referred to as earned media. This coverage came from media relations to earn opportunities for your company, products, services and ideas to be included in a news story.


Today, inclusion in a news story isn’t simply limited to the daily newspaper, even though this is oftentimes the most frameworthy. 


News media includes 

  • online

  • print (magazines, newspapers, newsletters)

  • radio

  • TV (wake up live local morning news, evening news packages, and even national stories)

  • podcasts

  • and more. 

It’s when an outlet features and quotes your brand. Keep in mind, it doesn’t mean the whole article is solely about you and your company. 


Companies need to recognize that consumers seek out news when they are looking for information, want to educate themselves, and are seeking entertainment. You want to be a resource to them. News media can mean it includes one (or several) key talking points that consumers can “digest” in small pieces and easily remember. This is especially helpful as consumers sometimes only remember tidbits of information — such as even just your company’s name — when they need to utilize the services your company provides. 

After a story that includes your brand is published, then your company can move into the shared media aspect of the PESO model. Share the coverage on your social media channels. For more advice, check out our podcast, which features guests in the news media who can provide your team with insight into creating relationships and earning news media. 


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Marjorie Comer.Clients love Marjorie’s work ethic, speed and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.


Photo by Kaboompics .com from Pexels

Topics: public relations, earned media, news media

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