Earned/Owned/Paid Media Strategy
Paid buys distribution, owned serves your audience directly, and earned comes through independent attention.
Cheat sheet
Paid buys distribution, owned serves your audience directly, and earned comes through independent attention.
What to check first
Use owned pages for schedules, paid local media for discoverability and invite local clubs to evaluate the workshops.
How to make the call
Keep channels with qualified attendance and sustainable workshop costs.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Kochi cycling brand wants to introduce repair workshops.
Reveal the step-by-step solution
- Diagnose the problem.
Use owned pages for schedules, paid local media for discoverability and invite local clubs to evaluate the workshops.
- Work through the evidence.
Track registrations by channel and run geographic comparisons for paid lift.
- Recommend and validate.
Keep channels with qualified attendance and sustainable workshop costs.
More Indian cases
Interview question
How would you use earned/owned/paid media strategy to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Track registrations by channel and run geographic comparisons for paid lift. Keep channels with qualified attendance and sustainable workshop costs.