Which of the following correctly defines the difference between paid and earned media?

Paid media refers to advertising, while earned media encompasses publicity. This distinction is essential in public relations. Paid media involves content and promotional messages that organizations pay for, such as advertisements on various platforms like social media, television, or print. This form of media is directly bought and offers a controlled environment where the message and presentation can be exactly tailored.

On the other hand, earned media is not paid for; instead, it refers to the attention and coverage that an organization receives from journalists, influencers, or the public, which is often based on the merit of the story or information provided. It reflects credibility since it comes from third-party sources that choose to highlight or share the organization's news or achievements.

Understanding this difference is crucial for PR professionals, as it informs strategy around media outreach and the potential influence each type of media has on public perception and brand reputation. Earned media is typically viewed as more valuable because it implies trust and validation from an external source, making it a vital aspect of effective public relations.