#AskJon: I have a small budget, how should I determine my EOP spend? [VIDEO]

So this is going to be a bit blasphemous coming from an old media relations guy, but I would lean much more toward the owned and paid. And here’s why. Owned is more certain. You have more control over the message. You have more control over the frequency. You have much more control over who’s going to see it, especially if you can add that paid piece in there. Earned, while it still brings the good third-party endorsement, is much less certain these days. You can get that big hit tomorrow, or it might take six months from now to get that big hit. So, I would lean much more toward the owned and paid side, if you have a limited budget.