In short - paid media means the content distribution has been paid for, whereas earned and owned media are both free. Earned media, similar to traditional 'word of mouth' is content about you shared by others, whereas owned media means the channels and platforms created and controlled by you.

Earned media is free exposure gained organically, while paid media refers to advertising exposure that is bought. Earned media builds credibility and brand love organically, while paid media allows for precise ad targeting and conversions. Earned media takes time, while paid ads can drive immediate results.

Paid media includes ads or sponsorships that are bought, owned media is content or channels that you control, and earned media is attention gained naturally. All three forms require costs and their successful integration forms a strong marketing plan. Be wary of relying on one type; diversification increases stability.

Paid media can quickly reach a large audience and drive conversions, while earned media is seen as more trustworthy and can increase the visibility of your brand.

In general, earned media describes coverage your brand receives organically, without compensating the outlet for the feature. Press releases exist in somewhat of a gray area, because they do require spend, but most marketers would consider them earned media. Paid media is just that: paid for.