In today’s PR landscape, there’s a concerning trend: PR appears to be for sale. Publications are selling articles, awards, and broadcast placements, blurring the lines between paid media and earned media. While these opportunities might sound tempting, it’s important to understand the difference between paid, owned, and earned media—and how they can be leveraged effectively for your business.
PR for Real Estate: Boosting Your Image and Selling Properties Faster
PR for real estate is essential in today’s competitive market. A strong PR strategy can significantly boost your business’s image, helping you sell properties faster. By securing earned media, you gain credibility, visibility, and exposure that can drive potential buyers directly to your listings. However, understanding the dynamics between earned, paid, and owned media is crucial for maximizing results.
What Is Earned Media?
Earned media originates organically outside your company. It’s the publicity or exposure your business gains through efforts like media coverage, word-of-mouth, and organic mentions on social media. Unlike paid media, which you purchase, earned media is the result of your PR efforts, and it carries more credibility because it’s earned, not bought.
For real estate businesses, earned media can take the form of features in respected publications, positive reviews, or mentions on influential blogs and websites. This type of publicity is invaluable because it enhances your reputation without costing you directly.
Paid Media: Driving Traffic to Your Website
Paid media, on the other hand, is any form of media you pay for. This includes digital ads, sponsored content, or promoted posts on social media platforms. While paid media doesn’t carry the same credibility as earned media, it plays a vital role in driving traffic to your website and increasing visibility.
For real estate businesses, paid media can be used to promote property listings, drive traffic to your site, or support specific campaigns. The key is to use paid media strategically, ensuring that it complements your earned media efforts by expanding your reach.
Paid Media Can Help Generate Earned Media
Interestingly, paid media can also be a tool to generate more earned media. For example, running a targeted ad campaign might lead to increased awareness, which in turn can attract journalists or influencers who decide to cover your business or properties for free. This creates a powerful cycle where paid media feeds into earned media, enhancing both visibility and credibility.
The Balance of Paid, Owned, and Earned Media
Successful businesses use a combination of paid, owned, and earned media to build their brand. Paid media helps drive traffic and visibility, owned media (like your website, blog, or social channels) allows you to control your message, and earned media boosts credibility and trust.
In real estate, an integrated strategy that leverages all three types of media is essential. While paid media can be used for immediate visibility, earned media provides long-term benefits in terms of reputation and customer loyalty. When done right, a mix of paid, owned, and earned media can significantly enhance your business’s presence in the marketplace.
