EARNED MEDIA - WHAT IT IS, HOW TO GET IT AND WHY IT'S ...€¦ · EARNED MEDIA - WHAT IT IS, HOW TO...
Transcript of EARNED MEDIA - WHAT IT IS, HOW TO GET IT AND WHY IT'S ...€¦ · EARNED MEDIA - WHAT IT IS, HOW TO...
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?