Nothing happens in a vacuum. Distinctions between earned and paid media are real, but there are no longer hard edges. The most successful media launch is coordinated through one mission control by an integrated team, unified by creative vision and strategic purpose.
"The way a team plays as a whole determines its success. You may have the greatest bunch of individual stars in the world, but if they don't play together, the club won't be worth a dime." -Babe Ruth