A Panel Looks into Earned, Owned & Paid Media

By Sarah Granger, panelist

Monday's first panel on "Earned, Owned and Bought Media" included four speakers presenting a wide range of views. As moderator Lou Hoffman explained previously:

"You have journalists acting as communicators, promoting their stories through Twitter, Facebook and other social media platforms. You have communicators acting as journalists, churning out newspaper-like copy. You have companies supplementing – some might argue bypassing – third-party media in creating their own media properties that reflect many of the same tenants of their objective brethren."

Lou Hoffman , CEO of the Hoffman Agency, a communications consultancy that specializes in markets of complexity. He blogs on storytelling through a business prism at Ishmael’s Corner and introduced the speakers, yet it's also worth noting that his company works with owned, paid and earned media for their clients.

Fredrik Winterlind, VP of global marketing at Black & Veatch brought the corporate perspective to the table, expanding eloquently on how a combination of owned, earned and paid media has been a successful blend for Black & Veatch.

I spoke about being a first generation digital native and not realizing I was a journalist for ten years after I began writing professionally, since I came from being an engineer and gradually moved toward new media. I just never thought of myself that way until others began describing me as such. I also tried to provide a perspective on how I've witnessed various companies using owned media publications as part of their business model, marketing and general communications outreach.

Tom Foremski, the former Financial Times reporter and founder of Silicon Valley Watcher commented on values of traditional journalism translated to new media as well as answering questions about relevance of owned vs. earned media and the trust element.

Much of the session, as planned, was moderator and audience Q&A. It was a short session, but it touched on why owned and earned media are becoming more pervasive and necessary.

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Sarah Granger is an award-winning writer and new media strategist, and founder of the Center for Technology, Media & Society.

Mon May 23: Earned, Owned and Bought Media

Introduction: Lou Hoffman, President and CEO, The Hoffman Agency; Panel: Fredrik Winterlind, Vice President, Global Marketing & Communications, Black & Veatch Corporation; Sarah Granger, Writer, New Media Innovator; Tom Foremski, Founder, Silicon Valley Watcher.

By Lou Hoffman:

The lines between media types have never been black and white. For exhibit A, look no further than the humble advertorial which blends advertising and journalism. But today’s media world has literally been turned upside down.

You have journalists acting as communicators, promoting their stories through Twitter, Facebook and other social media platforms.

You have communicators acting as journalists, churning out newspaper-like copy.

You have companies supplementing – some might argue bypassing – third-party media in creating their own media properties that reflect many of the same tenants of their objective brethren.

To sort through the chaos, I’m excited to be moderating the panel “Earned, Owned and Bought Media” with three distinctively different views represented.

Fredrik Winterlind, VP of global marketing at Black & Veatch (disclosure: B&V is a client), brings the corporate perspective to the table.

Sarah Granger has seen it all, starting a BBS at 14 and working in arenas ranging from advocacy to politics to start-ventures.

And Tom Foremski, the former Financial Times reporter who has cultivated Silicon Valley Watcher into a must read for the digerati – has been espousing “every company is a media company” for some time.

It should be a lively discussion.

Lou Hoffman is CEO of the Hoffman Agency, a communications consultancy that specializes in markets of complexity. He blogs on storytelling through a business prism at Ishmael’s Corner.