PONBE Media Model
Further to my briefing on the Paid, Owned and Earned Media model I've been thinking about how it could be evolved in order to be a more robust planning tool and have come up with the following thoughts.
I think four criteria can be used to catagorise the different forms of media 1) is there a direct cost for placing the content/message 2) who owns the media and 3) what editiorial control does the brand have with regards to the the content/message that's being placed and lastly 4) what generation of exposure are we achieving.
So the resulting media catagories look like this...
Paid Media
- Direct Cost - Yes
- Editorial Control - Partial
- Ownership - No
- Generation of exposure - 1st
- Examples: advertising on commerical media such as radio, TV, websites, newspapers and magazines, cinema, 48 sheets, bus sides.
Owned Media
- Direct Cost - No
- Editorial Control - Full
- Ownership - Full
- Generation of exposure - 1st
- Examples: website, blog, email, catalog, packaging, vehicle livery, owned retail stores.
Network Media
This is an additonal media catagory, these forms of media are controlled by people or organisations which you have a relationship with to the extent to which they will consider placing your content/message. It is helpful to think of these as the media plaftorms of your network.
- Direct Cost - No
- Editorial Control - No
- Ownership - No
- Generation of exposure - 1st
- Examples: media relations, blogger relations, community relations.
Borrowed Media
This is an additonal media catagory, these are forms of media that your organisation is borrowing so although you have psudo control you can not stop the platform from being closed or from competitor content from being displayed alongside yours.
- Direct Cost - No
- Editorial Control - Partial
- Ownership - No
- Generation of exposure - 1st
- Examples: social network accounts such as Twitter or Facebook, public places used for guerilla tactics and location-based PR stunts.
Earned Media (aka word-of-mouth, buzz, 'viral' effect)
- Direct Cost - No
- Editorial Control - No
- Ownership - No
- Generation of exposure - beyond 1st
- Examples: people using their own media for your content/message; sharing, tweets, comments, likes, check-ins, reviews, bookmarking and general conversation.
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