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.
Here’s What You’ll Learn:
- Learn about the emerging hybrid media category that blends paid and earned media elements.
- Understand the conventional media categories of paid, earned, and owned and how they currently shape PR strategies.
- Discover what separates this new category from traditional media types and why it needs a distinct definition.
- Explore real-world examples such as awards programs, paid contributor networks, and affiliate programs that fit into this hybrid category.
- Understand PR professionals' common resistance and confusion when integrating gray zone opportunities.
- Learn about the advantages of leveraging paid meets earned media, including enhanced credibility, increased visibility, and effective content creation.
- Find out how to incorporate gray zone opportunities into your overall media strategy for more comprehensive and impactful PR campaigns.
- Discover best practices for budgeting and preparing for gray zone media opportunities to maximize their effectiveness.
- Learn how to amplify gray zone media placements across owned media channels like social media, newsletters, and websites.
- Engage in the conversation about defining and naming this new media category, and contribute your thoughts on what it should be called.
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