wvpa tourism earned media · EARNED MEDIA: BRINGING THE PIECES TOGETHER EARNED MEDIA … The holy...
Transcript of wvpa tourism earned media · EARNED MEDIA: BRINGING THE PIECES TOGETHER EARNED MEDIA … The holy...
EARNED MEDIABRINGING THE PIECES TOGETHER
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : B R I N G I N G T H E P I E C E S T O G E T H E R
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : B R I N G I N G T H E P I E C E S T O G E T H E R
EARNED MEDIA: Unpaid brand mention or recognition, such as a news article, published interview, on-line review, or other exposure originated by a third party.
OWNED MEDIA: Any content that is owned and managed by the brand, such as a website, blog, e-newsletter or social media.
PAID MEDIA: Any publicity, advertising or content published by a third party (medium) that is paid for by the brand.
A GOOD CAMPAIGN INCLUDES ALL THREE TYPES OF MEDIA
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : B R I N G I N G T H E P I E C E S T O G E T H E R
AN EARNED MEDIA EFFORT SHOULD BE FIRST:Give the press a “scoop” before you start announcements and paid advertising
BE SOCIAL: Like, share, tweet and retweet all earned media.
REMEMBER TO TEASE THE DETAILS: For example, release the date and general details. THEN release the band line-up and ticket information. THEN release parking and lodging details.
PLAN YOUR CAMPAIGN SCHEDULE TO MAXIMIZE EARNED MEDIA
Your message is news once — then it’s advertising, so change the message to keep it fresh
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : B R I N G I N G T H E P I E C E S T O G E T H E R
EARNED MEDIA …The holy grail of successful marketing
Is the public version of word-of-mouth.
Can be the result of Owned or Paid Media; articles generated from advertisements or announcements.
Has exponential growth potential (social media, news sharing networks, etc.)
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : B R I N G I N G T H E P I E C E S T O G E T H E R
PROSCredibility and trust.
Cost effective.
Reaches current and new audiences.
CONSContent is owned by a third party.
Can be negative instead of positive.
Time consuming to build relationships.
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : B R I N G I N G T H E P I E C E S T O G E T H E R
SAVVY TAGGING:Tag key publications’ and reporters’ social media accounts and other public forums.
BE IN THE KNOW: Monitor key publications’ and reporters’ social media platforms. Mention your event by commenting on appropriate articles: Events, weekend activities, etc.
TALK IT UP: Speak at events you know will be covered by the media: County Commission, City Council, etc.
BUILDING AND CONTROLLING YOUR EARNED MEDIA
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : B R I N G I N G T H E P I E C E S T O G E T H E R
EARNED MEDIA BEST PRACTICESBuild and nurture multiple media relationships.
Be prepared to work on someone else’s deadline.
Integrate the Earned, Owned and Paid Media messages.
Create news-worthy content … impact and not data.
Share positive press..
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : B R I N G I N G T H E P I E C E S T O G E T H E R
EARNED MEDIA …Bring it together
Platforms (print, broadcast, social media, owned media)
Scheduling (outreach, variable timelines, follow-ups)
Audiences (mediums, customers, prospects)
Impact (lead with what’s newsworthy, follow with data)
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : B R I N G I N G T H E P I E C E S T O G E T H E R
HAVE QUESTIONS? NEED HELP?Contact the West Virginia Press Association: 304-342-1011
Don Smith
(M) 304-550-0454
Jack Cipoletti
(M) 304-444-6933
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : B R I N G I N G T H E P I E C E S T O G E T H E R
THANK YOU
W E S T V I R G I N I A P R E S S A S S O C I A T I O N D O N S M I T H A N D J A C K C I P O L E T T I IE A R N E D M E D I A : M A K I N G T H E P U Z Z L E P I E C E S F I T