Owned Media

Owned media refers to online channels and assets that a brand or individual controls and uses to shape their reputation. These platforms provide a direct line of communication between the entity and its audience, allowing for greater control over the narrative and the ability to showcase the brand’s best attributes.

Owned media includes websites, blogs, social media profiles, and other digital properties that allow an entity to create, publish, and disseminate content related to their brand, products, services, or personal image. By leveraging owned media effectively, brands and individuals can proactively manage their online reputation, engage with their audience, and establish a strong, positive presence in the digital landscape. Consistent, high-quality content across owned media channels helps build trust, credibility, and brand loyalty among target audiences.

• Websites and blogs
• Social media profiles and pages
• Email newsletters and mailing lists
• Mobile apps and software
• Branded online communities or forums
• Press releases and media kits
• Whitepapers, ebooks, and other downloadable content

A company’s corporate website featuring testimonials, case studies, and thought leadership content is an example of owned media used for online reputation management. Another example is a CEO’s personal LinkedIn profile that shares insights, industry commentary, and philanthropic efforts to establish them as a knowledgeable and socially responsible leader.

• Regularly create and publish high-quality, relevant content
• Ensure consistency in branding, messaging, and tone across all owned media channels
• Monitor and moderate user-generated content on owned media platforms to maintain a positive brand image
• Optimize owned media content for search engines to improve visibility and reach
• Integrate owned media with earned and paid media strategies for a holistic approach to reputation management