This document discusses the evolution of communications platforms from traditional earned, owned, and paid media to their modern digital forms. It outlines how Moore's law and disruptive technologies like printing, broadcasting, and the internet have transformed the communications landscape. Now, earned media involves extensive digital public relations and social media engagement. Paid media encompasses diverse digital advertising channels. And owned media centers on self-publishing across an organization's website and social media platforms. The document stresses that digital content is permanent and owned media remains important alongside earned and paid strategies.

1. Taking a Deep Dive Into Communications Platforms
COM 280
Kevin Brett
November 6, 2014

2. The World Was So Much Simpler
•Earned Media – Stakeholder Relations; Publicity; Media Relations – Newspapers, Radio, Television
•Paid Media – Display, Classified Ads, Billboards, Television and Radio Ads

3. Moore’s Law
•Gordon Moore and Moore’s Law: The number of transistors on the chip doubles every 18-24 months

4. Disruptive Technologies
•Print Era: Printing presses for newspapers, magazines, posters, books (1439 to Present)
•Broadcast Era: Ascendancy of Radio and Television (20th Century)
•Digital Era: Access of digital content via wireline; wireless; websites (Web 1.0; 1990)
•Social Media Era: Exchange of digital content via blogs, social, mobile & cloud (Web 2.0; 1995)

5. Digital Flattens the Earth Makes Communications More Complex
•Earned Media – Public Relations, Publicity, Media Relations, Blogger Relations, Social Media Participation/ Monitoring; Newspapers, News Aggregators, Radio, Video Streaming, Television, Cable, Satellite …

6. Digital Flattens the Earth Makes Communications More Complex
•Paid Media – Newspaper, Magazine, Radio, Television, Billboards, Search Engines, Social Media Sites, QR Codes, Product Placement, Guerilla Marketing (e.g., coupons, leaflets, sandwich boards), algorithms to identify desired demographics…

7. Drum Roll: Owned Media
•Digital in Nature
•Embraces Self-Publishing
•Intent May Be Two-Way Asymmetrical
•Reality: Two-Way Symmetrical
•Keep in Mind: Digital is Eternal

8. The Website is Still Relevant
•Owned Media – Organization website with text, audio, video, search; blogs; FB, Twitter, LinkedIn, YouTube, Instagram pages, infographics, Tactile and online brochures, media kits, company events, trade shows (e.g., CES)

9. Think: Three-Communications Platform Campaigns
•Earned Media: Conventional/Digital Public Relations/Publicity
•Owned Media: Predominantly Digital Publishing; Organization Controlled Content
•Paid Media: Conventional/Digital Advertising