What are the most effective ways to make earned & paid media to build off of each other?

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This diagram is dated and probably overly complex (most clients would not follow) but if you paired it back I think it’s a nice campaign ecosystem that speaks to both.

Also, I chatted with the former head of connections planning at Coca Cola once and I liked her simple notion: “it isn’t until you’ve exhausted every earned, owned and partnership dollar until you should bring paid in as gasoline to dump on the fires you’ve set”

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wtf is this chart

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