Breaking the Mold - Aaron Blank

The Fearey Group | March 26, 2014

Breaking the Mold The New Rules of PR and Earned Media

© The Fearey Group, 2014. All Rights Reserved.

Family…


Team…


Owned | Earned | Paid


owned digital properties such as website, videos, mobile, apps, social presence, brand assets, etc.

earned social media e.g. publisher, editorial,

influencer outreach, word of mouth, social networks

paid display, mobile display, paid search, pre roll, digital sponsorships,

partnerships, affiliate, etc.

The Press Release in a New PR World


Part of a Larger Earned Strategy

New Elements:

Video and Social

SKll Provides Value:

Important for RelaKonships Building

SKll Expected by Media:

Social SKll Changing

The Press Release is Here to Stay


The Press Release of the Past


The Press Release Today: da Vinci Robot

© The Fearey Group, 2014. All Rights Reserved. 8

Goal: Build a new level of awareness for the Historic Flight FoundaKon and drive new traffic

Encouraged local aviaKon enthusiasts to share their emoKonal & historical connecKon to the DC-‐3

12 winners and a handful of journalists took flights

35 publicaKons with nearly 9 million individual impressions


Sports Star of the Year Awards

Sea^le’s UlKmate Sports Fan Contest

Grew Twi^er Following by 145%

Increased Facebook “Likes” by 440%

Hands-‐on Storytelling


Social Media Experience: Brain Surgeon for a Day

Blend of Earned and Owned

Hands-‐on Storytelling


Aaron Blank, President and CEO 206.343.1543

[email protected] @AaronBlank


Meet @DanaMLewis

#hcsm founder & moderator (Sun @ 8pmCT)

Chief Data Officer of #DIYPS

Manager, Digital MarkeKng & Internal CommunicaKons, Swedish

Breaking the Mold - Aaron Blank

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