Plenty of brands have paid, earned and owned media campaigns in place. The problem is, these elements often come from three disparate departments or agencies, creating a disconnect in messaging, aesthetic and call to action. To create a consistent brand message, “paid, earned and owned stakeholders must meet at the table to plan initiatives, content, creative, media and strategies that link them.” To drive a successful three-pronged media approach, a brand must be ready to back things up with consistent, quality content. Brands often miss out on the full package because the way most agencies are structured today, you can’t get paid, earned and owned from a one-stop shop. “Most agencies tend to specialize in, or have a revenue model contingent upon, only one of these three key media channels.” Via lonelybrand.com