EARNED MEDIA - WHAT IT IS, HOW TO GET IT AND WHY IT'S IMPORTANT

Bryan Rachal, APR

WHAT IS EARNED MEDIA?

Definition: Publicity gained through promotional efforts other than paid media

advertising

What that means?

We want someone to tell our story!

MEDIA RELATIONS

How can we relate to national?

• Take a look at national issues and compare

• Keep up with current events

Who can tell our story for us?

• Know our reporters, AP contact?

• Distribution System?

• Don’t tell the whole story

• Don’t feed them bad stories

SOCIAL MEDIA/PRESS RELEASE

Press release or Social Media post? • Not everything deserves a press release

Know your audience• Facebook – Older Demo

• Instagram – Younger Demo

• Twitter – Middle road, more celebrity driven, nice way to reach reporters!

SOCIAL MEDIA/PRESS RELEASE

Engagement is key• Increase in content

• Decrease in post length

• Decrease in text-heavy posts

Shareable Bites!• Increase in Video Content

Boosted Posts!• Cheap and extremely customizable!

EXPERTS

Who are your experts?• Page dedicated to expertise

• Picture Directory

• What are you offering?

Be prompt• If you don’t respond, someone else will

WHY?

Clear the clutter

• Everyone is vying for attention, and there’s only so much to go around.

• Trusted sources matter now, more than ever!

• Best advertisement is word of mouth, but they have to hear you first!

QUESTIONS?