To strengthen the role of public relations at Universitas Gadjah Mada (UGM), the Public Relations Staff of the Graduate School (SPs) UGM participated in a workshop titled “Integration of Owned, Earned, and Paid Media for Effective Communication.” This event was held in person on August 26, 2024, at the Multimedia Room on the 3rd Floor of UGM’s Central Office.
The discussion proceeded smoothly with presentations from three experts in their respective fields. The workshop covered strategic steps in understanding the landscape of Owned, Earned, and Paid Media. Owned Media includes marketing through channels directly controlled by the organization, such as websites and social media. Earned Media involves promotion gained through third-party publications, while Paid Media includes paid advertisements and promotional activities requiring a budget.
The first speaker, Ryan, emphasized the importance of strengthening brand guidelines in the digital marketing process. These guidelines help public relations teams determine the right marketing steps to avoid negative impacts and ensure consistent messaging.
The second speaker, Efenerr, outlined the significance of maintaining consistency in messaging across all owned, earned, and paid media channels. He also explained how to maximize Return on Investment (ROI) from various media channels, with a focus on creating coherent messages.
The third speaker, Winda, discussed the collaboration between different marketing teams and the importance of selecting relevant and valuable information for social media. She highlighted media mapping exercises as essential tools for managing and disseminating useful information.
Gusti Grehenson, S.K.H., Coordinator of Public Relations and Protocol, expressed hope that this workshop would assist the Public Relations Team across Universitas Gadjah Mada in making more informed strategic decisions, enhancing communication effectiveness, and improving marketing outcomes.
Author: Arfikah Istari