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Earned Media in a Digital Environment: For PR Firms and Journalists

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This presentation was given to the Council of Public Relation Firms in Washington, DC. It aims to shift the thinking of how PR firms and journalists should approach earned media in a digital, Web 2.0 environment.

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Earned Media in a Digital Environment: For PR Firms and Journalists

  1. 1. Earned Media in a Digital World March 11, 2009
  2. 2. Earned Media is...
  3. 3. Earned Media is... A view
  4. 4. Earned Media is... A view A vote
  5. 5. Earned Media is... A view A vote A retweet
  6. 6. Earned Media is... A view A vote A retweet A comment
  7. 7. Earned Media is... A view A vote A retweet A comment A subscriber
  8. 8. Earned Media is... A view A vote A retweet A comment A subscriber An incoming link
  9. 9. Earned Media is... A view A vote A retweet A comment A subscriber An incoming link Earned eyeballs
  10. 10. Earned Media is Buzz.
  11. 11. So how do you get it?
  12. 12. 1. Put someone young in charge. 1. Start with a Plan.
  13. 13. 1. Put someone young in charge. 2. Put someone digitally savvy in charge. 1. Start with a Plan.
  14. 14. 1. Put someone young in charge. 3. Get the Tools. 2. Put someone digitally savvy in charge. 1. Start with a Plan.
  15. 15. 1. Put someone young in charge. 4. Listen and Engage . 3. Get the Tools. 2. Put someone digitally savvy in charge. 1. Start with a Plan.
  16. 16. 4. Listen and Engage . 5. Create Content. 3. Get the Tools. 2. Put someone digitally savvy in charge. 1. Start with a Plan.
  17. 17. 4. Listen and Engage . 5. Create Content. 6. Be Honest and Transparent. 3. Get the Tools. 2. Put someone digitally Savvy in charge. 1. Start with a Plan.
  18. 18. 1. Put someone young in charge. 4. Listen and Engage . 5. Create Content. 7. Be Authoritative and Passionate . 6. Be Honest and Transparent. 3. Get the Tools. 2. Put someone digitally savvy in charge. 1. Start with a Plan.
  19. 19. 2. Put someone digitally savvy in charge. 1. Start with a Plan. 4. Listen and Engage . 5. Create Content. 7. Be Authoritative and Passionate . 6. Be Honest and Transparent. 8. Be Consistent and Patient. 3. Get the Tools.
  20. 20. When the Post is Special: Go the Extra Mile
  21. 21. It begins with the post...
  22. 22. It begins with the post... A DIGG
  23. 23. It begins with the post... A DIGG A Reddit
  24. 24. It begins with the post... A DIGG A Reddit A shout
  25. 25. It begins with the post... A DIGG A Reddit A shout A tweet
  26. 26. It begins with the post... A DIGG A Reddit A shout A tweet A request to RT
  27. 27. It begins with the post... A DIGG A Reddit A shout A tweet A request to RT A note to a listserv
  28. 28. It begins with the post... A DIGG A Reddit A shout A tweet A request to RT A note to a listserv Blogger relations
  29. 29. Example: “Ask Helen”
  30. 30. Come Up With New Content What: A video series with Helen Thomas where I crowdsource questions for her via social networks. I then present each to her sitting inside her cubicle and capture the responses on my Flip camera.
  31. 31. Use Multiple Platform Delivery How: When the video is uploaded, I go the extra mile and pass out the URL using all of these distribution channels.
  32. 32. Engage in Conversation Next, I engage with the viewers, respond to their feedback and thank them for the ideas.
  33. 33. Measure for Spikes. Measure for Engagement. And Continue Testing New Ways to Create Content, Format it, and Distribute. Finally, I measure what the top referring sites to better inform my content and outreach next time around.
  34. 34. Thank You. Erica Anderson is a new media producer/reporter. Her work has appeared on MTV, CNN, Associated Press, USA Today and more. Email: [email_address] Twitter: @EricaAmerica Weblog: www.EricaAmerica.com

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