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In this podcast episode, Lexie Smith dives into the evolving media landscape, challenging listeners to rethink the traditional media categories of paid, earned, and owned. Lexie introduces the "gray zone" – a hybrid media category that blends paid and earned media elements yet remains distinct from both. Through her insightful LinkedIn article, Lexie argues that this emerging category needs its own definition to reflect better the current media environment, where boundaries between these traditional categories are increasingly blurred. She provides compelling examples, such as awards programs and paid contributor networks, illustrating how this gray zone operates.
Lexie further explores how integrating this new category into media strategies can enhance credibility, visibility, and engagement. She emphasizes recognizing and leveraging these hybrid opportunities to fill gaps in traditional media approaches and drive more effective PR outcomes. Lexie calls on PR professionals and marketers to embrace this shift as the media landscape evolves, suggesting a collaborative effort to define and name this new category. Tune in to hear her call to action and discuss categorizing and utilizing this hybrid media approach.
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Listen to the best highlights from the podcasts you love and dive into the full episode