Julio, the owner of Premier, is trying to follow theearned mediamodel of leveraging the reach of social media to promote the launch of new products. In other words, when customers become the channel.

Julio has recruited Marguerite from Burberry (another brand that relies on earned media) to head up this new initiative. There is a lot of positive buzz from the fashion industry and Marguerite is charged with creating and distributing press releases in anintegrated marketing communications plan in advance of the Q3 (late spring, early summer) launch of the Premier brand.

Question

How would Marguerite's team utilize earned vs paid media for the launch of the Premier brand? What are the various parts her team might include as part of an integrated marketing communications plan?