Owned Media Strategy
Using company-controlled channels to tell brand stories alongside earned media.
Definition
Owned media strategy in PR refers to the strategic use of company-controlled channels—blogs, newsletters, podcasts, social accounts, and video series—to complement earned media efforts. Rather than relying solely on external media to tell your story, owned channels ensure your narrative reaches audiences directly.
Effective owned media strategy aligns with earned media goals, often publishing thought leadership that positions spokespeople for press opportunities or creating original content that earns coverage and backlinks. Owned media also provides insurance when earned coverage is difficult to secure.
Why It Matters
Media landscapes have fragmented, making it harder to rely solely on earned coverage. Owned media gives you direct access to audiences and ensures your story reaches them in your words, on your schedule.
For PR teams, owned media extends impact beyond press placements and provides content that supports pitching efforts.
Examples in Practice
A company blog publishes research findings, which become the basis for pitches that secure coverage in industry publications.
A brand's podcast featuring customer stories earns its own audience while providing content that PR repurposes for pitches.
A thought leadership newsletter builds an email audience that rivals the reach of earned media placements.