A video news release is an example of what type of media?

A video news release is considered owned media because it is created and distributed by an organization to control the message and presentation. Owned media refers to content that a company or organization produces and has full authority over, including their website, blogs, and any videos or news releases they create.

The primary benefit of owned media, like a video news release, is that it allows the organization to communicate its narratives directly to the audience without intermediary gatekeepers. The organization decides the angle, the visuals, and the distribution strategy, ensuring that the information aligns with its goals and brand identity. This type of media can foster a stronger connection with the audience as it represents the organization’s official voice.

In contrast, earned media involves publicity gained through promotional efforts other than paid media, such as coverage from journalists or influencers. Paid media refers to content for which an organization pays to promote, such as advertisements. Shared media typically includes content shared across social media platforms that encourages audience engagement. Each type serves a different purpose in a public relations strategy, but video news releases firmly fall into the owned media category.