Message & Medium
Communications and Marketing
October 25, 2013
“The influencing of opinion through content”
Larry Weber, Chairman, W2 Group
Earned vs. owned vs. paid media and content
≠ “press release”
Education, message control, condition
influencers and decision makers
Story telling on a dynamic scale
So, yes, you do need a story to tell
Story and Messaging
Measurement and Feedback
Story is built on messages
Who are you?
What do you deliver?
Who do you do it for?
Why do you do it better than others?
Why are you different?
Why should we care?!
Compelling, credible, consistent
Not what you do, what you do for others
Magnify strengths (credibly)
Diminish weaknesses (credibly)
Adjust to accommodate change
Focus on small number of important outlets
◦ Where is your audience and how do they consume info?
◦ Media, bloggers, influencers
Think like them and their audience
What do they like, dislike?
Hot button topics, consistent themes
“Stalk” and connect via social media
Network – nothing beats face time.
Casual, low pressure
Build a relationship, don’t assume
The easy stuff: Know deadlines and preferred modes of contact
Ask media to moderate panel discussions, seminars, Web chats
Always keep in mind the “so what?”
Communicate…create conversations…earn their trust
Be relevant, provocative, informative
Don’t make your content only about you
Use multiple media as often as possible
Influencers and followers
Select a metric and a method; collect data
◦ Alexa, TrackMaven, RavenTools, SproutSocial,
Google Alerts, Google Analytics, KISSmetrics,
Traackr, eyes and brain.
Analyze you data
Adjust your program as needed
PR+Social: Provides a holistic approach to marketing
Message integration, reinforcement, amplification
To Do List:
Build relationships with media, influencers
Make sure basic SM profiles are complete
Make a calendar
Build all communications for social shareability, SEO, multimedia
Blog and comment regularly
Claim Twitter handle, use daily
Explore YouTube or Vimeo channel
Commit to CONSISTENCY
Be credible and creative
Treat your audiences as part of the family
Earn your reputation as a trusted source of
info and perspective