Instead of the traditional division, promotion is now categorized as paid, owned, or earned. Using paid media, the message can be created and controlled by the organization to communicate either explicitly or implicitly. Paid media is used to build awareness and drive the consumer to the organizations owned social media sites. Owned media is distinguished from paid in that it provides two-way communication with the potential traveler. Public relations is now more effective with the use of social media as it can be used to build a positive image of the city or town using third party blogs and review sites. Because of their importance in motivating potential visitors there should be a system to encourage positive reviews. Earned media must be assisted by using content marketing. Advertising either print or broadcast media to communicate the marketing message still has its place in a promotion strategy.