Sunday, September 23, 2012
is used by marketing and PR practitioners to differentiate paid media about a product, service, or company (advertising, promotions, direct mail, Web ads, etc.) from positive or negative broadcast, print, and Internet media articles and simple mentions about the product, service, or company. The term
In the IMC program at Medill, we define integrated media planning as “coordinated research, planning, securing, and evaluation of all purchased and earned media.” Earned media
, we mean coordinating and jointly planning the earned media of public relations along with advertising and other purchased media.
Just as selecting media for advertising has become a science and management art, the field of selection and analysis of earned media (including print, broadcast, tweets and blogs) for public relations is now more of a science. Today the existence of far richer database systems assists media managers who want to know which reporters, quoted experts, trade books, new publications, broadcasts, bloggers, and more are the most “profitable” targets for public relations messages. In other words, when we refer to media planning