EARNED MEDIABRINGING THE PIECES TOGETHER

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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

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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.

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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

donsmith@wvpress.org

(M) 304-550-0454

Jack Cipoletti

jcipoletti@wvpress.org

(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