This insights post is a summary of the blog post published by RH Strategic Communications. View the full insight at: Why Paid Media Matters in an Integrated Communications Strategy.
As part of their strategy, communications leaders have relied on earned and owned channels to build visibility and credibility. Although they are still primary channels, the new media environment can limit their impact.
With crowded news cycles, earned media opportunities are shrinking and timing can be unpredictable. Even when you secure coverage, there’s no guarantee the right audience will see it.
Paid Media Changes the Equation
With earned media resource running dry, paid media offers another means to control. It can allow you to control when and how your story is shared. It also ensures the type of reach and engagement you can expect.
Although the default thought is that paid media are display ad and google search, it can take several forms, including a sponsored article, a video campaign, an influencer partnership, or a social campaign targeted by demographic.
Paid media is a vital part of the communications mix. It is not a replacement for strong earned coverage or compelling owned content. However, it can amplify those messages and ensure they are seen by the audiences that matter most.
Where Paid Media Shines
Paid media has the greatest value when you need to drive attention to something specific. It can be used to:
- Promote a new product launch
- Introduce a breakthrough technology
- Announce a bold message at an industry event or tradeshow.
It help to use paid media to support moments when earned media alone may not deliver the certainty your strategy requires.
With paid programs, you can guarantee visibility in prime outlets that might otherwise be out of reach, from The Financial Times to Fast Company to Modern Healthcare. High profile placements allow for control over timing, tone and content in ways earned media alone cannot.
How to Approach Paid Media
Paid media alone is not the answer to this issue. It is most effective as part of the overall communications strategy from the start. Knowing where to apply paid media take clarity. Here are few essential questions to ask before integrating paid media including:
- What objectives do we want to achieve with this campaign or effort?
- Who are we trying to reach? What outlets or platforms do they trust?
- What is the single most important message we want them to take away?
- Which format will best carry that message, whether an article, video, influencer post, podcast, newsletter or social campaign?
- How will this placement connect to our earned and owned content, so the story feels consistent?
- What outcomes will define success, from awareness to account engagement, growth or measurable sales activity?
- How will we involve sales and marketing so that the visibility paid content generates is turned into leads or action?
For a deeper breakdown, see RH Strategic’s guide on how to build a B2B and sponsored content strategy. You can also get more details and insights in their full post at: Why Paid Media Matters in an Integrated Communications Strategy.
