This document outlines a panel discussion on disseminating research through owned and earned media. The agenda includes an overview of panellists discussing brand and media strategy, examples of turning thought leadership into books, and a Q&A session. It then discusses the PR mix of paid, earned, and owned media. Earned media strategies outlined are press releases, news tips, op-eds, and responding to journalist requests. Owned media strategies include podcasts, blogs, newsletters, and social media accounts. A case study of the CMO Survey highlights uses of earned media through blogs and traditional media, as well as owned media through newsletters, YouTube, Twitter, Facebook, and personal blogs. Big picture principles stress focusing

1. AGENDA
• Intro/Overview
• Panellists
– Brand and Media Strategy
– Examples
– Creating Top Practitioner Articles
– Turning Thought Leadership into Successful Books
• Q&A
• Your turn…individually and in pairs
• Report out, additional Q&A
• Wrap-up, next steps

2. Disseminating your research
through owned and earned
media
Kevin Anselmo – Director of Public
Relations, Duke University Fuqua School of
Business

3. THE PR MIX
$$$
Paid
Media
Earned
Media
Owned
Media

4. DISSEMINATING YOUR RESEARCH
$$$
Paid
Media
Earned
Media
Owned
Media

5. EARNED MEDIA DISSEMINATION
Earned
Media
Content
Press
releases
News Tips
Op Ed
pitches /
syndications
Responding
to journalist
requests
Editorial
calendar
pitches
Travels

6. OWNED MEDIA DISSEMINATION
Owned
Media
Content
Podcasts /
video
School
blog / web
site
Personal
blog
School
social media
accounts
School
newsletter
Personal
social media
account

7. CASE STUDY – THE CMO SURVEY
Professor Christine Moorman

8. CASE STUDY – THE CMO SURVEY
Earned media
Forbes Blog
Traditional media
relations – coverage in
Fast Company

9. CASE STUDY – THE CMO SURVEY
Earned media
Blogger / social media relations

10. CASE STUDY – THE CMO SURVEY
Owned
Media
Fuqua thought
leadership newsletter –
distribution approx.
200,000

11. CASE STUDY – THE CMO SURVEY
Owned
Media
Fuqua YouTube
Channel – over 1,000
unique views.

12. CASE STUDY – THE CMO SURVEY
Owned
Media
Fuqua Twitter account
= 7,000 + followers
Fuqua Facebook account
= 7,000 + followers

13. CASE STUDY – THE CMO SURVEY
Owned
Media
Christine Moorman
personal Twitter account =
1,000 + followers

14. CASE STUDY – THE CMO SURVEY
Owned
Media
Personal blog

15. Big picture guiding principles
• It is not about you – but how your research / analysis
can help the journalist / your owned audience.
• Simplify, simplify, simplify – “translate” your research
for the average lay person. This is the value of
university communications offices / external support.
• Commitment and time required – but huge potential in
ROI.
• In most cases, an article just online is better than an
article only in print.
• Have fun and learn in the process!