Making Your Own Media

Making Your Own Media: How to Create and Execute a Strategic Media Relations Plan Jackie Reau

Making Your Own MediaAbout Game Day Communications•Founded in 2002 by former ESPN Anchor Betsy Ross and JackieReau as a sports & entertainment communications firm•Capabilities include: strategic communications, mediarelations, event marketing, social media strategies and sportsfan research•Clients include: Akron Marathon, Cincinnati Ballet, CincinnatiFlying Pig Marathon, NASC, University of Cincinnati, Western &Southern Open, among others

Making Your Own MediaKnow How Your Audience Consumes Media

Making Your Own Media#1: Conduct a Media Consumption StudyTraditional Media•TV, Newspaper, Magazines, Radio, internet sites•Frequency of use (daily, monthly, etc.)Social Media•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications•Frequency of use, frequency in sharing/posting content (shared or original content)Search Engine Usage•How do they use search engines, which ones do they use,Information on Your Industry/Company•Intent to purchase, motivation to attend, competitive questionsDemographics•Age, Sex, Race, Education, Zip Code/Community of ResidencePsychographics•Based on your industry, i.e. smart phone ownership, top three hobbies

Making Your Own Media#2: Conduct a Content AuditReview the content you created over the last year using the worksheet•Analyze Google or website analytics from 2011.•How many blog posts did you write/share on your website?•Did you write any case studies or white papers on your industry?•How many e-mail blasts did you send to current clients and prospects?•Did some content from your Facebook get shared or liked? If so, what was the content?•Did you get re-tweeted? If so, what was the nature of the content?

Making Your Own MediaAlign Efforts with your Customer’s Buying Cycle

Making Your Own MediaThink Like a Newspaper Publisher

Making Your Own Media#3: Create an Editorial Schedule•Record your editorial plans on a Google calendar or spreadsheet•Plan for six months to one year based on your research•Theme your content based on the buying cycle and your customer’s needs•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sureyou are reaching all of your personas•Tag your content with your SEO keywords on a consistent basis•Always think like a reporter and encourage your colleagues to do so•Repurpose content: i.e. use snippets from a white paper on Twitter

10 Tips on Making Your Own Media

Making Your Own Media#1: Download Your Local Media Apps,Share Photos/News

Making Your Own Media#2: Monitor Social Media Conversationsand Engage: Free

Making Your Own Media#2: Monitor Social Media Conversationsand Engage: Paid

Making Your Own Media#3: Build a Social Media Team to Create Content

Making Your Own Media#4: Bank Content as You See It, Share It Later

Making Your Own Media#5: Repurpose Content for Websites, Social Media

Making Your Own Media#6: Pack Your Camera & Video Camera with You

Making Your Own Media#7: Create Annual or Seasonal Features

Making Your Own Media#8: Conduct Original Research and Share It

Making Your Own Media#9: Look Beyond Your Industry for Content

Making Your Own Media#10: Stay Current with Trends andEducate Your Community

Making Your Own Media Jackie ReauGame Day Communications jreau@gamedaypr.com Twitter: @gamedayjreau Linkedin: @jackiereau Facebook: @jackiereau 700 West Pete Rose Way Cincinnati, Ohio 45203 (513) 929-4263

Making Your Own Media

by Game Day Communications on Apr 13, 2012

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