As PR competes with other SEO, marketing, and advertising, the boundaries between the functions blur. Definitions surrounding earned, paid and owned media have blurred even more in recent years as new marketing channels like native advertising emerged.
PR and marketing professionals view earned media differently. Marketers traditionally confine earned media to press and broadcast coverage and consider media relations to be PR’s central function. However, earned media has expanded to include blogger relations, influencer relations as well as mentions in everyday conversations and social media.