4 EARNED, RENTED, AND OWNED—BETTER TOGETHER

THERE IS NO LARGER URBAN LEGEND in the PR world than that of the silver bullet—the one media hit that will instantly transform someone from an unknown to a rock star. We hate to bear bad news, but there isn’t such a hit and there never was. Highly coveted appearances with interviewers like Stephen Colbert, Charlie Rose, or the queen of all, Oprah Winfrey, often spike sales of a new product, boost books into bestsellers, and even send customers rushing for the advice of a featured guest or guru, but rarely does one appearance, even with these iconic journalists, mean lasting success. Media personalities such as Dr. Phil and Dr. Oz, who became regulars with Ms. Winfrey, were the exceptions. This theory holds in today’s landscape, where the excitement and intensity of viral fame described in this book’s introduction also tend to be the standard, fleeting, fifteen-minute variety. There might be lingering notoriety, but lasting power is rare.

So, what does work best in the world before us? It is our deepest conviction that, earned, rented, and owned media not only complement one another but are greater than the sum of their parts when thoughtfully integrated. Approaching any of these alone will get attention, but it will not rival the leverage that will come when used in concert. They are inextricably woven together and are vital to anyone looking to getting a message out.

Tony Schwartz, a New York Times bestselling author and founder, president, and CEO of The Energy Project, might well be the poster child for leveraging different forms of media to craft a solid and profitable platform. His tale is particularly informative because he did land more than one of those mythical silver media bullets, but in hindsight, he believes it was his diligent approach and exposure across the media landscape that brought him success. During a recent chat he told us, “There is so much competition for people’s attention that I honestly believe it takes many impressions to make an impression on a potential buyer. I feel that about every form of publicity and advertising at this stage; there are no quick fixes.”

Schwartz’s media story paints a picture across our three primary canvases of earned, owned, and rented space. Already a bestselling author for a book he coauthored with Donald Trump (The Art of the Deal) in 2003, Schwartz coauthored The Power of Full Engagement with sports psychologist Jim Loehr. The book is aimed at busy executives who demand top-level performance from themselves akin to that achieved by celebrated sports stars, while treating their physical bodies terribly, in a manner no athlete would condone. Together, the authors created a boot camp for these time-starved businessmen and -women to teach them the counterintuitive habit, so it seemed, of taking care of themselves in and out of the boardroom. The book was featured in a segment on Oprah. Predictably, it then became a national bestseller, a point at which so many others would choose to rest on the success of their achievement.

Schwartz, however, took the longer view. He kept working on these issues of time and energy, started a company, and filled his roster with impressive corporate clients who hired him to help them do more, do it better, and survive the experience. He wrote another book in 2010, The Way We’re Working Isn’t Working, which was well received by the media both in its hardcover edition and in a subsequent publication as a re-titled paperback. Neither brought the sales success of his first title, but they did attract new clients, some of whom were on his wish list. Meanwhile, his media profile grew. Schwartz bylined frequently for the Huffington Post and Harvard Business Review, writing the publication’s most popular blog for three straight years. In 2013, he was invited to contribute a biweekly column to the New York Times titled Life@Work. He also became a regular contributor on network television, appearing on CBS TV’s This Morning. Schwartz created his platform and grew the audience for his work by using a potent combination of strategy and dedication laced with a devoted appetite for the journey.

So, what can you do today to get on the Tony Schwartz path? Consider the playing field before you and devote your resources to all three spaces. Be democratic, in the truest sense, with a dash of customization thrown in. Everybody and every brand should have a platform that suits their particular needs and goals. For instance, someone who relies on speaking and appearances to generate revenue should gather and post material on his or her website—that person’s owned real estate—that showcases that work. A nonprofit organization, on the other hand, might need more exposure via a print feature, in the earned space, to raise awareness of its cause.

Regardless of the specific mix of earned, rented, and owned, there are a number of practical pieces to put in place. Let’s dig in.