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What is owned media?

By Axia Public Relations

BlogOwned media describes channels you control. It’s the content you create for your website and blog as well as e-books, white papers, presentations, etc. You fully control the content and its distribution. (If you can add, edit, or delete the content, you probably own it.)


Some suggest that social media is owned media. However, because social media companies technically lease or license an account to you, and they can take it away at any time per their terms and conditions, we prefer to view it as shared media.

There are four types of media:

  • Paid
  • Earned
  • Shared
  • Owned

These different types of media make up what many know as the PESO model. At Axia Public Relations, we’re PR experts – PR is what we do. We aren’t trying to pose as an advertising agency or be all things to all people. We believe that in PR, paid media more appropriately falls under the category of shared media for sponsorships and sponsored content. In our opinion, paid media isn’t part of a PR firm’s service, and, therefore, paid media shouldn’t be part of the PESO model.

Our sole focus is on what we call the ESO model.

  • Earned – Earned media is when you’ve earned the opportunity through media relations to appear in a news story.
  • Shared – Shared media is user-generated content and social media.
  • Owned – Owned media is content you’ve created and have full control over (e.g., your website or blog).

Axia Public Relations moves beyond traditional PR to help you create a targeted, effective plan for increased visibility and brand loyalty that ensures you’re getting the most from your PR investment. Download our complimentary e-book “Maximize Your Public Relations Investment” today.

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Topics: owned media

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