{"id":4808,"date":"2022-01-17T10:00:07","date_gmt":"2022-01-17T13:00:07","guid":{"rendered":"https:\/\/comunique-se.com.br\/blog\/?p=4808"},"modified":"2022-01-26T10:10:57","modified_gmt":"2022-01-26T13:10:57","slug":"midia-espontanea-o-que-e","status":"publish","type":"post","link":"https:\/\/comunique-se.com.br\/blog\/midia-espontanea-o-que-e\/","title":{"rendered":"M\u00eddia espont\u00e2nea: o que \u00e9?"},"content":{"rendered":"<p>[vc_row el_class=&#8221;texto-blog&#8221;][vc_column][vc_column_text el_class=&#8221;texto-blog-interno&#8221;]M\u00eddia espont\u00e2nea \u00e9 o espa\u00e7o conquistado por marcas em ve\u00edculos ou canais de comunica\u00e7\u00e3o de terceiros sem que haja recompensa financeira. \u00c9 normalmente o resultado dos esfor\u00e7os dos trabalhos de rela\u00e7\u00f5es p\u00fablicas e assessoria de comunica\u00e7\u00e3o.<\/p>\n<p>O formato cl\u00e1ssico de m\u00eddia espont\u00e2nea \u00e9 a men\u00e7\u00e3o positiva de uma marca em ve\u00edculos de comunica\u00e7\u00e3o. Por exemplo, o v\u00eddeo abaixo mostra que a <a href=\"http:\/\/cbl.org.br\/\"><span style=\"font-weight: 400;\">C\u00e2mara Brasileira do Livro<\/span><\/a> conseguiu que o Jornal das Dez, da GloboNews, fizesse a cobertura de um de seus eventos.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/RicfvxZxeuc\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Perceba que a cobertura teve teor jornal\u00edstico. \u00c9 justamente esta a caracter\u00edstica central da m\u00eddia espont\u00e2nea. N\u00e3o se trata de propaganda, mas dos benef\u00edcios colhidos a partir da rela\u00e7\u00e3o entre assessores de imprensa ou rela\u00e7\u00f5es p\u00fablicos e jornalistas.<\/p>\n<p>No v\u00eddeo, de quebra houve a men\u00e7\u00e3o \u00e0 Livraria Cultura, \u00e0 medida que um dos entrevistados foi um executivo dessa empresa. Esta \u00e9 uma outra forma de se conseguir m\u00eddia espont\u00e2nea: fornecendo aos jornalistas os especialistas que sirvam de fonte para entrevistas.<\/p>\n<p>Outro exemplo \u00e9 a mat\u00e9ria abaixo, publicada pela <a href=\"https:\/\/www1.folha.uol.com.br\/mercado\/2018\/04\/feira-do-sebrae-apresentara-lojas-modelo-virtuais-a-empreendedores.shtml\"><span style=\"font-weight: 400;\">Folha de S. Paulo<\/span><\/a> tanto em sua vers\u00e3o impressa quanto em sua vers\u00e3o online.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4809 size-full alignnone\" src=\"https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2018\/05\/1.jpg\" alt=\"\" width=\"604\" height=\"449\" srcset=\"https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2018\/05\/1.jpg 604w, https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2018\/05\/1-300x223.jpg 300w\" sizes=\"auto, (max-width: 604px) 100vw, 604px\" \/><\/p>\n<h5><\/h5>\n<h5><em><strong>No exemplo da Folha, o Sebrae se beneficiou da m\u00eddia espont\u00e2nea.<\/strong><\/em><\/h5>\n<p>O site americano especializado em rela\u00e7\u00f5es p\u00fablicas <a href=\"http:\/\/www.odwyerpr.com\/story\/public\/2076\/2014-03-17\/media-public-relations-paid-v-owned-v-earned.html\"><span style=\"font-weight: 400;\">O\u2019Dwyer\u2019s<\/span><\/a> explica que, para uma marca, receber a men\u00e7\u00e3o espont\u00e2nea de um jornalista, que \u00e9 neutro por natureza, significa conquistar o endosso de um terceiro. \u201cEssa \u00e9 a medalha de ouro em rela\u00e7\u00f5es p\u00fablicas. Vale mais do que criar uma propaganda, totalmente parcial\u201d, atesta o site.<\/p>\n<p>\u201cUma empresa pode dizer que ela \u00e9 a melhor em sua \u00e1rea, mas essa afirma\u00e7\u00e3o n\u00e3o vai parecer verdadeira a n\u00e3o ser que outras pessoas tamb\u00e9m pensem e digam o mesmo\u201d, completa um artigo do site americano <a href=\"https:\/\/marketmentors.com\/price-pr-grow-business-earned-media\/\"><span style=\"font-weight: 400;\">Market Mentors<\/span><\/a><\/p>\n<p>O site australiano <a href=\"https:\/\/publicrelationssydney.com.au\/why-is-earned-media-an-important-part-of-the-marketing-mix\/\"><span style=\"font-weight: 400;\">Public Relations Sydney<\/span><\/a> lista tr\u00eas grandes vantagens da m\u00eddia espont\u00e2nea:[\/vc_column_text][vc_widget_sidebar sidebar_id=&#8221;sidebar_16&#8243;]<div class=\"standard-arrow list-divider bullet-top\"><ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Amplia\u00e7\u00e3o da distribui\u00e7\u00e3o de conte\u00fado;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Constru\u00e7\u00e3o de credibilidade;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Otimiza\u00e7\u00e3o do retorno sobre o investimento, j\u00e1 que o investimento \u00e9 muito menor do que em propaganda.<\/span><\/li>\n<\/ul>\n<\/div>[vc_column_text el_class=&#8221;sub-titulo-blog-h2&#8243;]<\/p>\n<h2><span style=\"font-weight: 400;\">M\u00eddia espont\u00e2nea ampliada<\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text el_class=&#8221;texto-blog-interno&#8221;]As men\u00e7\u00f5es em jornais e TVs \u00e9 a forma cl\u00e1ssica de m\u00eddia espont\u00e2nea. Nos anos 2000, por\u00e9m, a aten\u00e7\u00e3o de assessores e RPs se estendeu para ve\u00edculos menores, como sites especializados, com p\u00fablicos menores que os da grande m\u00eddia mas altamente segmentados.<\/p>\n<p>De 2014 em diante, a populariza\u00e7\u00e3o das redes sociais fez crescer primeiro nos Estados Unidos, e depois no mundo todo, o <a href=\"https:\/\/comunique-se.com.br\/blog\/blog\/o-que-e-marketing-de-influencia\/\"><span style=\"font-weight: 400;\">marketing de influ\u00eancia<\/span><\/a>. Isso agora conduz os times de comunica\u00e7\u00e3o a buscar relacionamento n\u00e3o apenas com jornalistas, mas tamb\u00e9m com influenciadores \u2014 ou creators, como gostam de ser chamado os youtubers, instagrammers, blogueiros e afins.<\/p>\n<p>Essa expans\u00e3o do conceito de m\u00eddia espont\u00e2nea para o ambiente digital ampliou tamb\u00e9m os benef\u00edcios esperados pelas empresas. O site <a href=\"https:\/\/www.seoinc.com\/seo-blog\/what-is-earned-media\/\"><span style=\"font-weight: 400;\">SEO Inc<\/span><\/a> j\u00e1 define a m\u00eddia espont\u00e2nea n\u00e3o apenas como a men\u00e7\u00e3o em ve\u00edculos, mas tamb\u00e9m como \u201creceber reviews positivos e recomenda\u00e7\u00f5es fervorosas, al\u00e9m do buzz em torno de uma marca\u201d.<\/p>\n<p>Tanto \u00e9 que a tradicional consultoria americana <span style=\"font-weight: 400;\"><a href=\"https:\/\/izea.com\/2017\/07\/19\/earned-media\/\">McKinsey<\/a>\u00a0<\/span>cita como exemplos de m\u00eddia espont\u00e2nea o compartilhamento por usu\u00e1rios mensagens da marca via redes sociais. E cita, ainda, a atribui\u00e7\u00e3o de notas a um produto ou servi\u00e7o em sites que re\u00fanem experi\u00eancias de consumidores como forma de analisar um produto.<\/p>\n<p style=\"text-align: center;\">\r\n\t\t<div id=\"cp_popup_id_13917\" class=\"cp-popup-container cp-popup-live-wrap cp_style_13917 cp-module-inline cpro-open \" data-style=\"cp_style_13917\" data-module-type=\"inline\" data-class-id=\"13917\" data-styleslug=\"cta-incontent-sala-de-imprensa-2-4-2-2-2\">\r\n\r\n\t\t\t\r\n\t\t\t<div class=\"cp-popup-wrapper cp-manual cp-popup-inline  \"  >\r\n\t\t\t\t<div class=\"cp-popup  cpro-animate-container \">\r\n\r\n\t\t\t\t\t\r\n\t\t\t\t<input type='hidden' class='panel-settings' data-style_id= '13917' data-section='configure' value='{&quot;show_for_logged_in&quot;:&quot;1&quot;,&quot;hide_on_device&quot;:&quot;&quot;}' ><input type='hidden' class='panel-rulesets' data-style_id= '13917' data-section='configure' value='[]' ><style id='cp_popup_style_13917' type='text\/css'>.cp_style_13917 .cp-popup-content {font-family:Verdana;font-style:Normal;font-weight:Normal;}.cp_style_13917 .cp-popup-content{ border-style:none;border-color:#e1e1e1;border-width:1px 1px 1px 1px;border-radius:3px 3px 3px 3px;mobile-breakpoint:767;}.cp_style_13917 #panel-1-13917 .cp-target:hover { }.cp_style_13917 #panel-1-13917 { }.cp_style_13917 .cp-popup-content { width:700px;height:250px;background-color:#fff;}@media ( max-width: 767px ) {.cp_style_13917 .cp-popup-content{ border-style:none;border-color:#e1e1e1;border-width:1px 1px 1px 1px;border-radius:3px 3px 3px 3px;mobile-breakpoint:767;}.cp_style_13917 #panel-1-13917 .cp-target:hover { }.cp_style_13917 #panel-1-13917 { }.cp_style_13917 .cp-popup-content { width:360px;height:400px;background-color:#fff;}}.cp_style_13917 .cp-popup .cpro-form .cp-form-input-field{ font-family:inherit;font-style:inherit;font-weight:inherit;text-transform:none;font-size:13px;letter-spacing:0;text-align:left;color:#666;background-color:#fff;border-style:solid;border-width:1px 1px 1px 1px;border-radius:1px 1px 1px 1px;border-color:#bbb;active-border-color:#666;padding:0px 10px 0px 10px;}.cp_style_13917 #form_field-13917 .cp-target:hover { }.cp_style_13917 #form_field-13917 placeholder { color:#666;}.cp_style_13917 .cp-popup .cpro-form .cp-form-input-field input[type='radio'], .cp_style_13917 .cp-popup .cpro-form .cp-form-input-field input[type='checkbox'] {color:#666;background-color:#fff;}.cp_style_13917 .cp-popup .cpro-form .cp-form-input-field:focus {border-color: #666;}.cp_style_13917 .cp-popup .cpro-form .cp-form-input-field::-webkit-input-placeholder {color:#666;}.cp_style_13917 .cp-popup .cpro-form .cp-form-input-field::-moz-placeholder  {color:#666;}.cp_style_13917 .cp-popup .cpro-form .pika-lendar table tbody button:hover { background :#666;}.cp_style_13917 .cp-popup .cpro-form .pika-lendar table tbody .is-selected .pika-button { background :#666;box-shadow : inset 0 1px 3px #666;}.cp_style_13917 #form_field-13917 { }@media ( max-width: 767px ) {.cp_style_13917 .cp-popup .cpro-form .cp-form-input-field{ font-family:inherit;font-style:inherit;font-weight:inherit;text-transform:none;font-size:13px;letter-spacing:0;text-align:left;color:#666;background-color:#fff;border-style:solid;border-width:1px 1px 1px 1px;border-radius:1px 1px 1px 1px;border-color:#bbb;active-border-color:#666;padding:0px 10px 0px 10px;}.cp_style_13917 #form_field-13917 .cp-target:hover { }.cp_style_13917 #form_field-13917 placeholder { color:#666;}.cp_style_13917 .cp-popup .cpro-form .cp-form-input-field input[type='radio'], .cp_style_13917 .cp-popup .cpro-form .cp-form-input-field input[type='checkbox'] {color:#666;background-color:#fff;}.cp_style_13917 .cp-popup .cpro-form .cp-form-input-field:focus {border-color: #666;}.cp_style_13917 .cp-popup .cpro-form .cp-form-input-field::-webkit-input-placeholder {color:#666;}.cp_style_13917 .cp-popup .cpro-form .cp-form-input-field::-moz-placeholder  {color:#666;}.cp_style_13917 .cp-popup .cpro-form .pika-lendar table tbody button:hover { background :#666;}.cp_style_13917 .cp-popup .cpro-form .pika-lendar table tbody .is-selected .pika-button { background :#666;box-shadow : inset 0 1px 3px #666;}.cp_style_13917 #form_field-13917 { }}.cp_style_13917 #cp_heading-2-13917 .cp-target { font-family:inherit;font-style:Bold;font-weight:Bold;font-size:19px;line-height:1.2;letter-spacing:0px;text-align:center;color:#f9762a;width:411px;height:160px;}.cp_style_13917 #cp_heading-2-13917 .cp-target:hover { }.cp_style_13917 #cp_heading-2-13917 .cp-rotate-wrap{ transform:rotate( 0deg);}.cp_style_13917 #cp_heading-2-13917 { left: 282.25px;top: 20px;z-index:2;}@media ( max-width: 767px ) {.cp_style_13917 #cp_heading-2-13917 .cp-target { font-family:inherit;font-style:Bold;font-weight:Bold;font-size:19px;line-height:1.2;letter-spacing:0px;text-align:center;color:#f9762a;width:411px;height:160px;}.cp_style_13917 #cp_heading-2-13917 .cp-target:hover { }.cp_style_13917 #cp_heading-2-13917 .cp-rotate-wrap{ transform:rotate( 0deg);}.cp_style_13917 #cp_heading-2-13917 { left: 282.25px;top: 20px;z-index:2;}}.cp_style_13917 #cp_paragraph-2-13917 .cp-target { font-family:inherit;font-style:Inherit;font-weight:Inherit;font-size:13px;line-height:1.6;letter-spacing:0px;text-align:center;color:#555;width:335px;height:93px;}.cp_style_13917 #cp_paragraph-2-13917 .cp-target:hover { }.cp_style_13917 #cp_paragraph-2-13917 .cp-rotate-wrap{ transform:rotate( 0deg);}.cp_style_13917 #cp_paragraph-2-13917 { left: 320.25px;top: 99.5px;z-index:3;}@media ( max-width: 767px ) {.cp_style_13917 #cp_paragraph-2-13917 .cp-target { font-family:inherit;font-style:Inherit;font-weight:Inherit;font-size:13px;line-height:1.6;letter-spacing:0px;text-align:center;color:#555;width:335px;height:93px;}.cp_style_13917 #cp_paragraph-2-13917 .cp-target:hover { }.cp_style_13917 #cp_paragraph-2-13917 .cp-rotate-wrap{ transform:rotate( 0deg);}.cp_style_13917 #cp_paragraph-2-13917 { left: 320.25px;top: 99.5px;z-index:3;}}.cp_style_13917 #cp_image-2-13917 .cp-target { width:250px;height:194px;}.cp_style_13917 #cp_image-2-13917 .cp-target:hover { }.cp_style_13917 #cp_image-2-13917 .cp-target { border-style:none;}.cp_style_13917 #cp_image-2-13917 .cp-target ~ .cp-field-shadow { border-style:none;}.cp_style_13917 #cp_image-2-13917 .cp-target { border-color:#757575;}.cp_style_13917 #cp_image-2-13917 .cp-target ~ .cp-field-shadow { border-color:#757575;}.cp_style_13917 #cp_image-2-13917 .cp-target { border-width:1px 1px 1px 1px;}.cp_style_13917 #cp_image-2-13917 .cp-target ~ .cp-field-shadow { border-width:1px 1px 1px 1px;}.cp_style_13917 #cp_image-2-13917 .cp-target { border-radius:0px 0px 0px 0px;}.cp_style_13917 #cp_image-2-13917 .cp-target ~ .cp-field-shadow { border-radius:0px 0px 0px 0px;}.cp_style_13917 #cp_image-2-13917 .cp-target > .cp-close-link { border-radius:0px 0px 0px 0px;}.cp_style_13917 #cp_image-2-13917 .cp-target > .cp-close-image { border-radius:0px 0px 0px 0px;}.cp_style_13917 #cp_image-2-13917 .cp-target { }.cp_style_13917 #cp_image-2-13917 .cp-target ~ .cp-field-shadow { }.cp_style_13917 #cp_image-2-13917 .cp-rotate-wrap{ transform:rotate( 0deg);}.cp_style_13917 #cp_image-2-13917 .cp-target:hover { }.cp_style_13917 #cp_image-2-13917 .cp-target:hover ~ .cp-field-shadow { }.cp_style_13917 #cp_image-2-13917 { left: 23px;top: 20px;z-index:4;}@media ( max-width: 767px ) {.cp_style_13917 #cp_image-2-13917 .cp-target { width:250px;height:194px;}.cp_style_13917 #cp_image-2-13917 .cp-target:hover { }.cp_style_13917 #cp_image-2-13917 .cp-target { border-style:none;}.cp_style_13917 #cp_image-2-13917 .cp-target ~ .cp-field-shadow { border-style:none;}.cp_style_13917 #cp_image-2-13917 .cp-target { border-color:#757575;}.cp_style_13917 #cp_image-2-13917 .cp-target ~ .cp-field-shadow { border-color:#757575;}.cp_style_13917 #cp_image-2-13917 .cp-target { border-width:1px 1px 1px 1px;}.cp_style_13917 #cp_image-2-13917 .cp-target ~ .cp-field-shadow { border-width:1px 1px 1px 1px;}.cp_style_13917 #cp_image-2-13917 .cp-target { border-radius:0px 0px 0px 0px;}.cp_style_13917 #cp_image-2-13917 .cp-target ~ .cp-field-shadow { border-radius:0px 0px 0px 0px;}.cp_style_13917 #cp_image-2-13917 .cp-target > .cp-close-link { border-radius:0px 0px 0px 0px;}.cp_style_13917 #cp_image-2-13917 .cp-target > .cp-close-image { border-radius:0px 0px 0px 0px;}.cp_style_13917 #cp_image-2-13917 .cp-target { }.cp_style_13917 #cp_image-2-13917 .cp-target ~ .cp-field-shadow { }.cp_style_13917 #cp_image-2-13917 .cp-rotate-wrap{ transform:rotate( 0deg);}.cp_style_13917 #cp_image-2-13917 .cp-target:hover { }.cp_style_13917 #cp_image-2-13917 .cp-target:hover ~ .cp-field-shadow { }.cp_style_13917 #cp_image-2-13917 { left: 23px;top: 20px;z-index:4;}}.cp_style_13917 #cp_button-2-13917 .cp-target { font-family:inherit;font-style:Bold;font-weight:Bold;font-size:19px;letter-spacing:0px;text-align:center;color:#ffffff;background:#ef8821;width:180px;height:50px;padding:0px 15px 0px 15px;}.cp_style_13917 #cp_button-2-13917 .cp-target:hover { color:#fff;background:#ea7d00;}.cp_style_13917 #cp_button-2-13917 .cp-target { border-style:none;}.cp_style_13917 #cp_button-2-13917 .cp-target ~ .cp-field-shadow { border-style:none;}.cp_style_13917 #cp_button-2-13917 .cp-target { border-color:#9B59B6;}.cp_style_13917 #cp_button-2-13917 .cp-target ~ .cp-field-shadow { border-color:#9B59B6;}.cp_style_13917 #cp_button-2-13917 .cp-target { border-width:2px 2px 2px 2px;}.cp_style_13917 #cp_button-2-13917 .cp-target ~ .cp-field-shadow { border-width:2px 2px 2px 2px;}.cp_style_13917 #cp_button-2-13917 .cp-target { border-radius:20px 20px 20px 20px;}.cp_style_13917 #cp_button-2-13917 .cp-target ~ .cp-field-shadow { border-radius:20px 20px 20px 20px;}.cp_style_13917 #cp_button-2-13917 .cp-target > .cp-close-link { border-radius:20px 20px 20px 20px;}.cp_style_13917 #cp_button-2-13917 .cp-target > .cp-close-image { border-radius:20px 20px 20px 20px;}.cp_style_13917 #cp_button-2-13917 .cp-target { }.cp_style_13917 #cp_button-2-13917 .cp-target ~ .cp-field-shadow { }.cp_style_13917 #cp_button-2-13917 .cp-rotate-wrap{ transform:rotate( 0deg);}.cp_style_13917 #cp_button-2-13917 .cp-target:hover { border-color:#8E44AD;}.cp_style_13917 #cp_button-2-13917 .cp-target:hover ~ .cp-field-shadow { border-color:#8E44AD;}.cp_style_13917 #cp_button-2-13917 { left: 415.71875px;top: 191.5px;z-index:6;}@media ( max-width: 767px ) {.cp_style_13917 #cp_button-2-13917 .cp-target { font-family:inherit;font-style:Bold;font-weight:Bold;font-size:19px;letter-spacing:0px;text-align:center;color:#ffffff;background:#ef8821;width:180px;height:50px;padding:0px 15px 0px 15px;}.cp_style_13917 #cp_button-2-13917 .cp-target:hover { color:#fff;background:#ea7d00;}.cp_style_13917 #cp_button-2-13917 .cp-target { border-style:none;}.cp_style_13917 #cp_button-2-13917 .cp-target ~ .cp-field-shadow { border-style:none;}.cp_style_13917 #cp_button-2-13917 .cp-target { border-color:#9B59B6;}.cp_style_13917 #cp_button-2-13917 .cp-target ~ .cp-field-shadow { border-color:#9B59B6;}.cp_style_13917 #cp_button-2-13917 .cp-target { border-width:2px 2px 2px 2px;}.cp_style_13917 #cp_button-2-13917 .cp-target ~ .cp-field-shadow { border-width:2px 2px 2px 2px;}.cp_style_13917 #cp_button-2-13917 .cp-target { border-radius:20px 20px 20px 20px;}.cp_style_13917 #cp_button-2-13917 .cp-target ~ .cp-field-shadow { border-radius:20px 20px 20px 20px;}.cp_style_13917 #cp_button-2-13917 .cp-target > .cp-close-link { border-radius:20px 20px 20px 20px;}.cp_style_13917 #cp_button-2-13917 .cp-target > .cp-close-image { border-radius:20px 20px 20px 20px;}.cp_style_13917 #cp_button-2-13917 .cp-target { }.cp_style_13917 #cp_button-2-13917 .cp-target ~ .cp-field-shadow { }.cp_style_13917 #cp_button-2-13917 .cp-rotate-wrap{ transform:rotate( 0deg);}.cp_style_13917 #cp_button-2-13917 .cp-target:hover { border-color:#8E44AD;}.cp_style_13917 #cp_button-2-13917 .cp-target:hover ~ .cp-field-shadow { border-color:#8E44AD;}.cp_style_13917 #cp_button-2-13917 { left: 415.71875px;top: 191.5px;z-index:6;}}@media ( max-width: 767px ) {.cp_style_13917 .cp-invisible-on-mobile {display: none !important;}}<\/style>\r\n\t\t\t\t\t<div class=\"cp-popup-content cpro-active-step  cp-inline    cp-middle  cp-panel-1\"   data-overlay-click =\"1\" data-title=\"M\u00eddia Espont\u00e2nea [Comunique-se 360]\" data-module-type=\"inline\"  data-step=\"1\"  data-width=\"700\" data-mobile-width=\"360\" data-height=\"250\" data-mobile-height=\"400\" data-mobile-break-pt=\"767\" data-popup-position=\"middle\" data-mobile-responsive=\"yes\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\r\n\t\t\t\t\t<div class=\"cpro-form-container\">                             \r\n\t\t\t\t\t\t<div id=\"cp_heading-2-13917\" class=\"cp-field-html-data    cp-none cp_has_editor\" data-type=\"cp_heading\"      ><div class=\"cp-rotate-wrap\"><div class=\"cp-target cp-field-element cp-heading tinymce\"  name=\"cp_heading-2\"><p>M&iacute;dia Espont&acirc;nea: potencialize o alcance da sua marca e gere credibilidade por meio da imprensa<\/p><\/div><\/div>\r\n<\/div><div id=\"cp_paragraph-2-13917\" class=\"cp-field-html-data    cp-none cp_has_editor\" data-type=\"cp_paragraph\" data-field-title=\"Paragraph\"      ><div class=\"cp-rotate-wrap\"><div class=\"cp-target cp-field-element cp-paragraph tinymce\"  name=\"{{name}}\"><p>Produza seus releases, distribua para os jornalistas de interesse e conquiste m&iacute;dia espont&acirc;nea para sua marca com o Comunique-se 360.<\/p><\/div><\/div>\r\n<\/div><div id=\"cp_image-2-13917\" class=\"cp-field-html-data    cp-none cp-image-ratio\" data-type=\"cp_image\"  data-action=\"none\" data-step=\"1\"     >\r\n\t<div class=\"cp-rotate-wrap\">\r\n\t\t<div class=\"cp-image-main\"><img decoding=\"async\" data-cp-src=\"https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2018\/04\/Capa-Ebook-2.jpg\" class=\"cp-img-lazy cp-target cp-field-element cp-image\" name=\"cp_image-2\" alt=\"release\" src=\"\">\r\n\t\t\t<div class=\"cp-field-shadow\"><\/div>\r\n\t\t<\/div>\r\n\t\t\r\n\t<\/div>\r\n<\/div><div id=\"cp_button-2-13917\" class=\"cp-field-html-data   cp-none\" data-type=\"cp_button\"   data-action=\"goto_url\" data-step=\"1\"   data-redirect=\"https:\/\/comunique-se.com.br\/#formulario\" data-redirect-target=\"_blank\"    >\r\n\t<div class=\"cp-rotate-wrap\"><button type=\"button\" class=\" cp-target cp-field-element cp-button cp-button-field\"  data-success-message=\"Thank You for Subscribing!\" data-get-param=\"false\">SAIBA MAIS<\/button>\r\n\t<div class=\"cp-btn-tooltip\"><\/div>\r\n<\/div><\/div>\t\t\t\t\t\t\t<\/div>              \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t<\/div><!-- .cp-popup-content -->\r\n\t\t\t\t\t\t      \r\n\t\t<input type=\"hidden\" name=\"param[date]\" value=\"05\/09\/2026\" \/>\r\n\t\t<input type='text' class='cpro-hp-field' name='cpro_hp_field_13917' value=''>\r\n\t\t<input type=\"hidden\" name=\"action\" value=\"cp_v2_notify_admin\" \/>\r\n\t\t<input type=\"hidden\" name=\"style_id\" value=\"13917\" \/>\r\n\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t<\/div><!-- .cp-popup-wrapper -->\r\n\t\t\t\r\n\t\t\t\t\t<\/div><!-- Modal popup container -->\r\n\t\t\t<\/p>\n<p>[\/vc_column_text][vc_column_text el_class=&#8221;sub-titulo-blog-h2&#8243;]<\/p>\n<h2><span style=\"font-weight: 400;\">N\u00e3o confunda as m\u00eddias<\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text el_class=&#8221;texto-blog-interno&#8221;]Existem basicamente tr\u00eas tipos de m\u00eddia \u00e0 disposi\u00e7\u00e3o das empresas, que comp\u00f5em um trip\u00e9: m\u00eddia espont\u00e2nea (ou \u201cearned media\u201d, em ingl\u00eas), m\u00eddia paga (\u201cpaid media\u201d) e m\u00eddia propriet\u00e1ria (\u201cowned media\u201d).[\/vc_column_text][vc_column_text el_class=&#8221;sub-titulo-blog-h2&#8243;]<\/p>\n<h3><span style=\"font-weight: 400;\">M\u00eddia paga<\/span><\/h3>\n<p>[\/vc_column_text][vc_column_text el_class=&#8221;texto-blog-interno&#8221;]A m\u00eddia paga \u00e9 tradicionalmente caracterizada pela propaganda. A empresa simplesmente compra um determinado espa\u00e7o publicit\u00e1rio e faz uso dele. Da mesma forma como acontece com a m\u00eddia espont\u00e2nea, os <em>players<\/em> da <a href=\"https:\/\/comunique-se.com.br\/blog\/blog\/5-beneficios-da-midia-paga\/\">m\u00eddia paga<\/a> tamb\u00e9m buscam diversificar os formatos.<\/p>\n<p>O que um dia foi o an\u00fancio em<a href=\"https:\/\/comunique-se.com.br\/blog\/blog\/mailing-imprensa-o-que-e-e-qual-sua-importancia\/\"> jornais impressos<\/a> no s\u00e9culo passado, transformando-se depois em campanhas criativas na TV, avan\u00e7a agora para formatos digitais que podem ser confundidos com m\u00eddia espont\u00e2nea.<\/p>\n<p>A publicidade nativa (ou <a href=\"https:\/\/en.wikipedia.org\/wiki\/Native_advertising\"><span style=\"font-weight: 400;\">native advertising<\/span><\/a><span style=\"font-weight: 400;\">)<\/span>\u00a0\u00e9 uma evolu\u00e7\u00e3o do antigo publieditorial, com o diferencial de buscar a perfeita adequa\u00e7\u00e3o de linguagem e formato ao canal em que a mensagem est\u00e1 inserida. Mas, essencialmente, segue a mesma l\u00f3gica do velho publieditorial. \u00c9 o caso do exemplo destacado abaixo. Trata-se de uma <a href=\"https:\/\/g1.globo.com\/economia\/pme\/pequenas-empresas-grandes-negocios\/especial-publicitario\/dell\/noticia\/inovacao-e-essencial-para-as-pmes-alcancarem-bons-resultados-confira-no-video.ghtml\"><span style=\"font-weight: 400;\">a\u00e7\u00e3o da Dell<\/span><\/a> publicada na capa do G1.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4810 alignleft\" src=\"https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2018\/05\/2.jpg\" alt=\"\" width=\"502\" height=\"389\" srcset=\"https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2018\/05\/2.jpg 502w, https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2018\/05\/2-300x232.jpg 300w\" sizes=\"auto, (max-width: 502px) 100vw, 502px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Embora a vinheta esclare\u00e7a se tratar de \u201cespecial publicit\u00e1rio\u201d, \u00e9 poss\u00edvel que o conte\u00fado se confunda com m\u00eddia espont\u00e2nea. Para desfazer qualquer eventual confus\u00e3o, basta raciocinar desta maneira: se a Dell n\u00e3o pagasse, o conte\u00fado n\u00e3o estaria ali. Portanto, \u00e9 m\u00eddia paga.[\/vc_column_text][vc_column_text el_class=&#8221;sub-titulo-blog-h2&#8243;]<\/p>\n<h3><span style=\"font-weight: 400;\">M\u00eddia propriet\u00e1ria<\/span><\/h3>\n<p>[\/vc_column_text][vc_column_text el_class=&#8221;texto-blog-interno&#8221;]Enquanto assessoria de comunica\u00e7\u00e3o e rela\u00e7\u00f5es p\u00fablicas s\u00e3o atividades capazes de gerar m\u00eddia espont\u00e2nea, o content marketing (ou marketing de conte\u00fado) \u00e9 a disciplina focada em m\u00eddia propriet\u00e1ria. Diz respeito \u00e0 comunica\u00e7\u00e3o feita por uma empresa em seus pr\u00f3prios canais.<\/p>\n<p>Segundo o <a href=\"https:\/\/blog.hubspot.com\/marketing\/earned-owned-paid-media-lead-generation\"><span style=\"font-weight: 400;\">Hubspot<\/span><\/a>, principal ferramenta de inbound marketing do mundo, \u201cm\u00eddia propriet\u00e1ria \u00e9 aquela sobre a qual voc\u00ea tem total controle, como site, blog, contas em redes sociais etc.\u201d<\/p>\n<p>Portanto, publicar um texto no blog da empresa significa fazer m\u00eddia propriet\u00e1ria. Fazer com que a mesma mensagem seja reproduzida por outros sites, influenciadores e at\u00e9 usu\u00e1rios, da\u00ed configura m\u00eddia espont\u00e2nea.[\/vc_column_text][vc_column_text el_class=&#8221;sub-titulo-blog-h2&#8243;]<\/p>\n<h2><span style=\"font-weight: 400;\">Concluindo&#8230;<\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text el_class=&#8221;texto-blog-interno&#8221;]M\u00eddia espont\u00e2nea \u00e9 a <strong><a href=\"https:\/\/comunique-se.com.br\/blog\/blog\/o-que-esperar-de-midia-espontanea\/\">conquista<\/a><\/strong> de men\u00e7\u00f5es, cita\u00e7\u00f5es e refer\u00eancias espont\u00e2neas em canais de terceiros. \u00c9 diferente de m\u00eddia paga e de m\u00eddia conquistada por n\u00e3o envolver remunera\u00e7\u00e3o nem canais pr\u00f3prios. Em \u00faltima an\u00e1lise, a m\u00eddia espont\u00e2nea \u00e9 a recompensa dos esfor\u00e7os do trabalho de rela\u00e7\u00f5es p\u00fablicas e assessoria de comunica\u00e7\u00e3o.<\/p>\n<p>Os tr\u00eas tipos de m\u00eddia n\u00e3o s\u00e3o concorrentes entre si. S\u00e3o apenas formas diferentes de se comunicar. Basta observar que grandes marcas brasileiras e estrangeiras utilizam bem as tr\u00eas. Para se restringir a apenas meia d\u00fazia de marcas, pode-se citar Ita\u00fa, Guaran\u00e1 Antarctica, Latam, O Botic\u00e1rio, Red Bull e Lego. Estas \u2014 e muitas outras \u2014 t\u00eam \u00f3timo desempenho nos tr\u00eas tipos de m\u00eddia.<\/p>\n<p>Este artigo foi publicado em 2 de maio de 2018 e vem sendo constantemente atualizado desde ent\u00e3o.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>M\u00eddia espont\u00e2nea \u00e9 o espa\u00e7o conquistado por marcas em ve\u00edculos ou canais de comunica\u00e7\u00e3o de terceiros sem que haja recompensa financeira.<\/p>\n","protected":false},"author":19,"featured_media":15146,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[3748,5],"tags":[204],"yst_prominent_words":[],"class_list":["post-4808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-comunicacao-corporativa","tag-midia-espontanea","category-3748","category-5","description-off"],"_links":{"self":[{"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/posts\/4808","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/comments?post=4808"}],"version-history":[{"count":0,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/posts\/4808\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/media\/15146"}],"wp:attachment":[{"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/media?parent=4808"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/categories?post=4808"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/tags?post=4808"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/yst_prominent_words?post=4808"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}