The Herald Bulletin

Evening Update

Columns

November 6, 2013

Susan Miller: What is your owned media?

Have you ever heard the phrase, “Own it?” In branding parlance, “own it” typically refers to an attribute of your business that serves to define how you do business.

Some categories that businesses try to own include low cost (or high cost), local source, premier provider, and fastest. The problem with such categories is that they’re subjective and hard to claim. Even given Wal-Mart’s size, there are plenty of companies striving to be the low-cost provider. And in a world where profit margin means survival, do you really want to hang your hat on price?

In the absence of a clearly defined area of ownership, a business may feel it can’t own any category. Nothing could be further from the truth. Whether a business is cognizant of it or not, it continually deals with “owned media.”

It may be easiest to compare owned media to two more widely discussed types of media. First, there is paid media, which is what you say about yourself. This is brand messaging that is paid for through advertisements. Ads in this newspaper and on its website are examples of paid media, as are TV commercials and Facebook ads.

While paid media is what you say about yourself, “earned media” refers to what others say about you. An example of earned media is an article or blog post about your company. Earned media enjoys the benefit of being perceived as more objective than a paid advertisement because it wasn’t purchased.

However, the third type of media is most powerful of all. That’s what we called owned media. While paid media is what you say and earned media is what others say about you, owned media refers to what is unspoken about your brand.

Owned media includes the condition of your parking lot, the competence of your staff and the cleanliness of your service vehicles. An HVAC technician who puts on protective shoe coverings before entering a customer’s home is sending a message that equates to earned media. A website that has erroneous or incomplete information is also owned media.

Text Only
Columns
Featured Ads
More Resources from The Herald Bulletin
AP Video
Arizona Prison Chief: Execution Wasn't Botched Calif. Police Investigate Peacock Shooting Death Raw: Protesters, Soldiers Clash in West Bank Police: Doctor Who Shot Gunman 'Saved Lives' 'Modern Family' Star on Gay Athletes Coming Out MN Twins Debut Beer Vending Machine DA: Pa. Doctor Fired Back at Hospital Gunman Raw: Iowa Police Dash Cam Shows Wild Chase Obama Seeks Limits on US Company Mergers Abroad Large Family to Share NJ Lottery Winnings U.S. Flights to Israel Resume After Ban Lifted Official: Air Algerie Flight 'probably Crashed' TSA Administrator on Politics and Flight Bans Raw: National Guard Helps Battle WA Wildfires Raw: Ukraine's Donetsk Residents Flee Senators Push to End Hamas Threat in Cease-Fire A Young Victim's Premonition, Hug Before MH17 Raw: Deadly Storm Hits Virginia Campground Death Penalty Expert: 'This is a Turning Point' Raw: MH17 Victim's Bodies Arrive in Netherlands
Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
Hyperlocal Search
Premier Guide
Find a business

Walking Fingers
Maps, Menus, Store hours, Coupons, and more...
Premier Guide
Helium debate
Helium
Front page
Poll

How important do you consider preschool for children?

Vital
Important but not critical
Not necessary
     View Results