Disseminating academic research through owned and earned media

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Academics have the potential to reach global audiences through both owned and earned media.

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Disseminating academic research through owned and earned media

  1. 1. Disseminating your research through owned and earned media Kevin Anselmo – Director of Public Relations, Duke University Fuqua School of Business
  2. 2. THE PR MIX $$$ Paid Media Earned Media Owned Media
  3. 3. DISSEMINATING YOUR RESEARCH $$$ Paid Media Earned Media Owned Media
  4. 4. EARNED MEDIA DISSEMINATION Earned Media Content Press releases News Tips Op Ed pitches / syndications Responding to journalist requests Editorial calendar pitches Travels
  5. 5. OWNED MEDIA DISSEMINATION Owned Media Content Podcasts / video School blog / web site Personal blog School social media accounts School newsletter Personal social media account
  6. 6. CASE STUDY – THE CMO SURVEY Professor Christine Moorman
  7. 7. CASE STUDY – THE CMO SURVEY Earned media Forbes Blog Traditional media relations – coverage in Fast Company
  8. 8. CASE STUDY – THE CMO SURVEY Earned media Blogger / social media relations
  9. 9. CASE STUDY – THE CMO SURVEY Owned Media Fuqua thought leadership newsletter – distribution approx. 200,000
  10. 10. CASE STUDY – THE CMO SURVEY Owned Media Fuqua YouTube Channel – over 1,000 unique views.
  11. 11. CASE STUDY – THE CMO SURVEY Owned Media Fuqua Twitter account = 7,000 + followers Fuqua Facebook account = 7,000 + followers
  12. 12. CASE STUDY – THE CMO SURVEY Owned Media Christine Moorman personal Twitter account = 1,000 + followers
  13. 13. CASE STUDY – THE CMO SURVEY Owned Media Personal blog
  14. 14. 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!

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