The owners and managers of hospitality businesses should be familiar with the three types of media present in advertising: owned, paid, and earned. Owned media includes forums owned and controlled by your company such as your website or blog. Paid media involves any paid advertising such as radio, television, or banner ads. The third type of media, earned media, is the most important and by far the most valuable to any business. Earned media is so named because this is the advertising your company earns by pleasing (or displeasing) clients. Earned media is advertising spread by word of mouth physically or electronically between your customers and their business associates, families, and friends.