In public relations, media refers to any messaging channel or platform the brand might use to connect with customers. Traditionally, there are three types of media: paid, earned and owned. The modern PR landscape has added a fourth: shared. Funneling all PR messaging through one of these four channels is sometimes called the PESO model, for Paid, Earned, Shared and Owned. While the ultimate goal – building a positive brand reputation – is the same in all cases, the strategy to leverage each kind of media is distinct.

Owned Media is any content or messaging platform the brand owns or exclusively controls. This may include print media, digital platforms, websites or social media pages, as well as all the content on those channels. Other effective forms of owned media could include white papers, presentations, e-Books or other forms of brand-controlled content. Marketing through email, newsletters, or any other direct to consumer or direct-to-list operations also falls under owned media, because the brand controls the content being sent.

Traditional journalism is dead, just ask the Internet. Except, of course, we know that’s not true, because traditional media – what some like to call Legacy Media – is going strong, maintaining a solid grip on the hearts and minds of millions upon millions of faithful fans and followers.

But what is the role of traditional journalists in the modern age of digital marketing and social media influencers? It’s a strong, vital role, to begin with.

Self-made billionaire Kylie Jenner had much to celebrate in 2019, and being the highest paid influencer of Instagram was likely on the list. As the former majority owner of Kylie Cosmetics, Kylie is one of the most influential people in the online beauty industry. Her Instagram posts have been valued at over one million dollars in traditional ad spending.

Somewhat surprisingly, Kylie is the first member of the Kardashian-Jenner clan to hit such a milestone; Kim Kardashian still only makes a mere $910,000 per post. Moreover, Kylie’s engagement rate between her 157 million followers is through the roof, and she posted Instagram’s most-liked picture ever when she announced the name of her daughter, Stormi. In less than a day, the post had raked in 13.7 million likes and close to 500,000 comments.

With the popularity of alcohol, it might seem like having a great PR campaign in the industry might be needless. Rampant competition in the industry, however, means that the companies that come with imaginative new PR campaigns generate renewed excitement in their brands. Here are some of the best PR campaigns that have graced the alcohol industry:

To encourage nighttime partiers to buy more of the drink, Heineken put LED lights on their bottles. Sound and motion trackers on the bottles allow it to turn it on when someone picks it up. The sound motion was meant for club-goers, as it means the bottle can light up in sync with the beat at a club. Adding more to the party mood, the lights activate at varying speeds, meaning that there’s a flurry of lights when there’s a bunch of unopened bottles.