What are the three main types of media?

Marketing communications has changed dramatically over the past 5–10 years, and with evolving algorithms, emerging independent journalists, and new technologies, it continues to shift.

Successful organizations understand which types of media to use and when. They’re also equipped to experiment, iterate, and pivot quickly based on what works.

Not long ago, PR pros would pick up the phone to follow up on press releases. Today, a social media post or well-crafted email newsletter can sometimes communicate your value more effectively. Sometimes it means doing a paid social media campaign or ad-buy with a publication (fun fact: they aren't all as expensive as you might think!).

Every organization is different. Your marketing communications strategy should reflect your audience, your mission, and your goals.

Here’s a quick guide to the three main types of media.