Business leaders take control of the narrative with owned media

[WORLD] In a rapidly evolving media landscape, an increasing number of business leaders are taking matters into their own hands—literally. Faced with the fragmentation of traditional news outlets and the rise of digital platforms, top executives and entrepreneurs are now building their own press through owned media channels, reshaping how corporate messages reach the public. From blogs and newsletters to podcasts and video platforms, these bespoke channels are allowing business figures to connect with audiences on their own terms.

Owned media—content a brand or individual controls directly—has become a strategic asset in the toolkit of modern business leaders. Unlike earned media, which depends on third-party coverage, or paid media, which relies on advertising, owned media gives executives complete autonomy over the message and timing. Figures like Elon Musk, who frequently uses X (formerly Twitter) to make corporate announcements, exemplify this shift toward direct-to-audience communication.

This trend is not confined to Silicon Valley. In the financial world, billionaire investor Ray Dalio has published extensively through LinkedIn and his company’s official blog, offering economic insights without the gatekeeping of traditional journalism. Similarly, Salesforce CEO Marc Benioff has used platforms like Medium and company-hosted podcasts to amplify his thoughts on leadership, technology, and social impact—an approach that often garners significant engagement across both professional and mainstream audiences.

According to a 2024 study by the Content Marketing Institute, 74% of B2B executives now consider owned media their most trusted channel for brand storytelling. This figure reflects a growing skepticism among corporate leaders toward mainstream media, which some view as prone to sensationalism or misrepresentation. By contrast, owned media provides an unfiltered outlet for positioning narratives, launching thought leadership campaigns, and managing crises.

Yet, the rise of executive-owned media channels is not without its critics. Media watchdogs and journalism scholars warn that the blending of corporate messaging and editorial-style content can blur the line between information and promotion. “There’s a real risk that audiences mistake these messages for independent journalism,” said Dr. Lina Martinez, a media ethics professor at Columbia University. “That can erode public trust and reduce accountability for powerful figures.”

In response, some organizations are investing in transparency practices such as content disclaimers, author bylines, and links to corroborating sources to distinguish owned content from impartial reporting. Additionally, tech platforms are adjusting algorithms to label brand-produced content more clearly, a move aimed at fostering digital literacy among audiences navigating an increasingly complex media ecosystem.

Notably, the move toward owned media has also impacted traditional newsrooms. As executives and companies publish their own narratives, journalists are often left reacting to stories that have already been carefully framed. This dynamic complicates investigative efforts and shifts the balance of power in public discourse.

Despite these concerns, the appeal of owned media continues to grow, particularly as younger audiences—digital natives—express preference for direct, engaging, and behind-the-scenes content. With lower barriers to entry and high potential for reach, business leaders are unlikely to cede this new media frontier any time soon.

As the 2024 U.S. election cycle approaches, some political and business figures are even experimenting with crossover formats, merging traditional press conferences with influencer-style livestreams. Analysts say this hybrid approach may signal the future of corporate communication—where CEOs are not just leaders but also media personalities in their own right.

In a world where information flows freely but trust remains elusive, owned media represents both an opportunity and a responsibility. For business leaders, the challenge now lies not just in reaching audiences, but in maintaining credibility while doing so.