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  1. Shonali Burke
    October 10, 2011 @ 12:59 pm

    Justin, I love love LOVE this post! I know you and I have often talked about this approach and, more than that, that we PR pros now don’t have to rely simply on the “media,” but that now our end-audience – our organizations’/clients’ customers & stakeholders are the media – because what they share/spread is so much more powerful. By owning our “owned” media (sic) we increase the ways for them to do just that. Thank you for writing this!

  2. Ted Nguyen
    October 10, 2011 @ 3:53 pm

    Great to “see” Shonali Burke from Washington, D.C. and my Orange County, Calif. neighbor Rochelle Veturis in this blog post.

    Public relations professionals who understand the power of social media are already using their own generated content to work for themselves and their organizations. We can’t always count on the traditional media to share our story, so we now have the power to create our own content.

    E=MC2 or Everyone is a media company times two. And it’s all possible thanks to social media. We’re not just the content creators — we’re not content distributors.

    Thanks, Justin, Rochelle and Shonali for helping set the pace in this new content world!

  3. Justin Goldsborough
    October 10, 2011 @ 4:44 pm

    Thanks for stopping by, Shonali. Couldn’t agree more. Thinking of our brands as media companies is a mindset shift that we as communicators can lead. Why put the time in to create compelling stories and content only to hope it will be shared via a pitch. We still need to work with media and bloggers, but tell our own stories and build our own communities as well. Cheers!

  4. John Lusher
    October 11, 2011 @ 1:52 pm

    Great post Justin and helpful insight. Too many companies, across all aspects of the business community, act as if social media sites are the only sites they need to spend time writing for; while ignoring their own website and distribution channels!

    As a consultant in marketing and social media, one of my mantra’s is for companies to invest more time, energy and effort in their own site, their own channels and relationships, while using social as a platform to build community. You cannot rely on third part; you have to develop your content and use your proven channels to get the message out.

    Love the post, and great to see Rochelle mentioned. Thanks Justin!

  5. Gina Parris
    October 11, 2011 @ 3:27 pm

    What an interesting article! I am always interesting in what Rochelle Veturis is doing, and knowing that we are first speaking to our own communities takes some of the pressure off. Multi-channel marketing is always a winner.

  6. Justin Goldsborough
    October 11, 2011 @ 6:51 pm

    E=MC2. Ted, that is going on my whiteboard when I get back to the office. Love that perspective. Thanks for it!

    John, I am right there with you on developing a company’s owned social media channels. One of my fave speakers, Ramon DeLeon from Dominoes, talks about doing what you need to do to be found online and using social channels to make that happen. With search still guiding the majority of our online experiences, we have to work with our brands to create those opportunities to be found. Cheers!

  7. Rochelle Veturis
    October 12, 2011 @ 1:52 pm

    Seeing Shonali, Ted, John, and Justin, all on one post is an absolute treat. I wish I could tell you there was an ah-hah moment when I figured this out, but there wasn’t. It’s just something I (intuitively) started doing, and I’m sure my background in media helped. I remember being at the paper, and running into lots of businesses with great stories to tell. I think they “assumed,” that everyone knew about them, their story, their products/specialties, and so forth. I used to enter their businesses and leaves with oodles of ideas for stories, sidebars, videos – and this was back, before our abundance of social platforms. We all have content in us, and if you don’t think you do, that’s a hurdle you need to come clean with, so you can get past it.

  8. Paul Tran
    October 12, 2011 @ 2:19 pm

    What a great post! I’m a business owner who is continuing to learn how to leverage PR correctly and effectively; this article was a powerful reminder that instead of being at the mercy of third party outlets, take matters into your own hands!

  9. Danielle
    October 13, 2011 @ 11:53 am

    Hi Justin,

    Like you, whatever the most awesome Rochelle Veturis says, I pay close attention to 🙂 Actually, she and I had a conversation about this a few years ago when we attended SXSW together.

    It is really mind-boggling the control and power we now have in the area of media relations. I constantly tell clients that they need to driven the brand of THEM out there and not wait for someone else to do it.

    Great piece!


  10. Rochelle Veturis
    October 13, 2011 @ 1:02 pm

    Justin: How do I get my pic to come up, like everyone else’s?

  11. Justin Goldsborough
    October 13, 2011 @ 8:54 pm

    Rochelle, try uploading a pic to or Deirdre’s blog is probably pulling from one of those two.

    Danielle, great to meet you. Yep, that Rochelle is pretty smart :). Agree that our clients have more of an opportunity to influence the story their customers tell than ever before. They just need take the initiative. Cheers!

  12. Justin Goldsborough
    October 13, 2011 @ 8:56 pm

    Exactly, Paul. The best approach usually involves working with third parties and owned channels. Especially since we know journalists and bloggers get a lot of their story ideas from social media channels.

  13. Jamie Garantziotis
    December 10, 2011 @ 1:21 am

    Thank you for posting this Justin – an excellent article and one all communicators should take note of. As Tom Foremski described it – “every company is a media company”.

    I’ve noticed that this concept has been getting quite a bit of attention particularly in recent months across SM and the PR/communications industry. It might just be that social newsrooms and content hubs are the big thing for 2012 … what do you think?

    As a young professional interested in social and digital communications, I see this owned media as a huge opportunity to evolve the traditional models of media relations and stakeholder engagement, with great potential to evolve our discipline within business and the organization.

    Thanks again, keep up the great work!

    Best, Jamie

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