Fine Line Between Earned and Paid Media

I read a smart post by Dave Fleet about “Why Paying Bloggers For Posts Changes the Game.”  He basically says that paying for the post turns it into paid media, also known as advertising. And if the media, or coverage, is paid for then perhaps the advertiser influences the content.

This paid content emerges as something different from what we see in mainstream media. Newspapers and broadcasters typically aren’t paid by brands to cover anything. Journalists share the facts and editorialize based on research that’s ideally not influenced directly by payment from advertisers.

However, as I stated in another post here, “Some might argue that print and broadcast media outlets are indeed influenced by advertisers, especially these days due to declining revenue.” It’s hard to imagine that mainstream media doesn’t at times treat big brands buying millions of ads more favourably.

Jumping to the comments section of Dave’s post, one commenter asks, “Isn’t the mere acceptance of so many ‘freebies’/products/trips/event tickets/ etc., etc., tantamount to accepting cash?” She refers to PRs sending products to reporters for them to review. I don’t think it’s the same as accepting cash because the journalist is obliged to provide an honest and fair review after getting the so-called freebie. They can’t write about it if they don’t experience it first.

Another POV comes from Jen Maier who runs the UrbanMoms blog network. She argues here that networks should operate like mainstream media and pay bloggers for their writing. The advertisers and sponsors pay to be part of this influential network (one million plus views per month) for the same reason an advertiser appears in the Globe and Mail: the brand wants to be seen and appreciated by its many readers.

Perhaps comparing a vast blog network to a standalone blog is like comparing apples to oranges since the writer in the blog network isn’t paid directly by the advertiser.

So what does this mean for PR and earned media? Fewer bloggers to pitch based solely on the merit of the story, for one thing. It also means that the lines are blurring between paid and earned media, between church and state. There’s a finer line now between editorial and advertising that needs consideration by all parties: bloggers, brands, agencies.

So as always, PR pros need to know whom they’re pitching. They also need to understand the shifting nuances of earned vs. paid media.

Going Viral – Earned Media

Content is everything when it comes to online video. People will share it if they like it. But how do you get eyeballs on branded content that doesn’t include celebrities, nudity, bad news or all of the above?

Here’s how TBWA\TORONTO used earned media, with some paid media support, to turn the SE-R Project into a viral success for our Nissan Sentra client.

Entertainment: we made the video fun to watch.

Cool content: we created the first totally remote control (RC) commercial with exact replicas of the SE-R in 1/10th scale. But we also shot the entire commercial using RC camera cars and RC helicopters.

The element of surprise: there’s an ‘aha’ moment when you realize that you’re watching a RC car

Behind the scenes access: a ‘making of‘ documentary was also made to profile the complexity that went into creating the experience.

Easy-to-find: a branded YouTube channel houses the videos, with direct links to the SE-R page on Nissan.ca. The videos were also seeded with influential bloggers who liked the cool aspects of the spot.

Subtle branding: the Sentra brand is evident but not in your face.

Paid online: one week after the initial seeding, ads appear on sites where guys like to play, 10-second tv teasers also appear, all linked to the branded YouTube channel.

Journalist/blogger outreach: share the word with marketing and creative communities.

Did it all work? Well, as of this posting the goal has been surpassed long before the campaign’s completion.

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