How to Get Press, Bloggers, and Fans to Talk About Your Brand or Event Using Earned Media. Includes Tips and Suggestions to Tell a Better Story.

1. Macy Koch| branddrivendigital.com | 2014
BRAND DRIVEN digital
Earning Media
How to Get Press, Bloggers, and Fans to Talk
About Your Brand or Event

2. Earning Media
‣ Current State of Media
‣ Types of Media
‣ How to Gain More Earned Media
‣ Outlets to Keep In Mind
‣ The Path Ahead

3. 1
Current State of Media

4. Source: baekdal.com/analysis/market-of-information
LocalM
arketplace
Where We Find Information

5. Photo via Flickr user Matthew Diamond
Taking A New Direction

6. Photo via Flickr user jypsygen
Transparency is Key

7. Photo via Flickr user Jason Howie
Social Is Important

8. Source: Vocus

9. Source: Vocus

10. Source: Vocus

11. Source: Vocus

12. Photo via Flickr MookieLuv
No Secret Sauce

13. “
– Regional Business Reporter
I get ideas from Facebook and Twitter, but I prefer
pitches by email with more information. I don’t
want a ‘marketing’ pitch that sounds like an
ad. In fact, that is usually a turn off.
!
I need to be able to quickly figure out if it is a story
that will interest my readers. And my readers let
me know in the comment section of my stories if
they think what I wrote sounds more like an ad
than a story. I just want a short, clear press release
with some facts so I can see if I want to follow up.”

14. “
– Regional Business Reporter
I get ideas from Facebook and Twitter, but I prefer
pitches by email with more information. I don’t
want a ‘marketing’ pitch that sounds like an
ad. In fact, that is usually a turn off.
!
I need to be able to quickly figure out if it is a story
that will interest my readers. And my readers let
me know in the comment section of my stories if
they think what I wrote sounds more like an ad
than a story. I just want a short, clear press release
with some facts so I can see if I want to follow up.”

15. Photo via Flickr umjanedoan
Where We Tell Our Story
DOES Matter

16. 2
Types of Media

17. Owned Media
‣ Channel a Brand Controls
!
‣ Website
‣ Blog
‣ Social Networks

18. Pros
‣ Control
‣ Low Cost
‣ Versatility
Cons
‣ Company Not Trusted
‣ Takes Time to Scale
‣ No Guarantees
Owned Media
‣ Channel a Brand Controls

19. Paid Media
‣ Brand Pays to Leverage a Channel
!
‣ Display Ads
‣ Paid Search
‣ Sponsorships

20. Pros
‣ In-Demand
‣ Immediacy
‣ Control
Cons
‣ Clutter
‣ Declining Rates
‣ Poor Credibility
Paid Media
‣ Brand Pays to Leverage a Channel

21. Earned Media
‣ Publicity Gained Through Promotions
!
‣ Press
‣ Ratings and Reviews
‣ Buzz or Word-of-Mouth

22. Pros
‣ Most Credible
‣ Transparent
‣ Lives On
Cons
‣ No Control
‣ Can Be Negative
‣ Hard to Measure
Earned Media
‣ Brand Pays to Leverage a Channel

23. “
– Gini Dietrich, Author of Spin Sucks
Your livelihood will,
in the very near future,
depend on how you
drive effectiveness,
cultivate creative ideas,
assess customer needs, build relationships
with influencers, develop reach, achieve
authenticity, and cut through all the clutter
that is out there, competing with you
for the same top spot.

24. 3
How To Gain More
Earned Media

25. Photo via Flickr user .reid
EXECUTION:
Campaign vs. On-Going

26. Ask Yourself
‣ Who are we trying to reach?
‣ What is our message?
‣ What do we want them to know or do?

27. Photo via Flickr user tamburix
Develop Content

28. Tell A Story
‣ Passion - What does your audience care about?
‣ Protagonist - Who is notable or newsworthy?
‣ Antagonist - What is the enemy of your success?
‣ Revelation - What are the twists and turns or surprises?
‣ Transformation - What sets your story apart?

29. Tips For a Good Story
‣ Create a compelling headline
‣ Start a debate
‣ Showcase the good, the bad, and the ugly
‣ Develop a list
‣ Rank something
‣ Review or interview
‣ Educate
‣ Highlight trends

30. Photo via Flickr user .hillsieboy
Build Relationships

31. Build Relationships
‣ Follow on Social Networks
‣ Engage in Conversation Online and Off
‣ Extend Early or VIP Invitations

32. Source: Twitter
Awareness Can Take Time

33. 4
Outlets to Keep In Mind

34. Local
‣ Press Outlets - Newton Daily News
‣ Community Outlets - CVB, Chamber of Commerce
‣ Local Organizations - Schools
!
‣ What else?

35. Regional
‣ Press Outlets - Des Moines Register, The Gazette
‣ Event Publications - Juice, Hoopla
‣ Business Publications - Corridor Business Journal, Des
Moines Business Record
‣ Bloggers - Iowa Girl Eats, Words of Williams
‣ Industry/Topic Specific Digests - Iowa Cultural
Corridor, Lift Iowa

36. National
‣ HARO
‣ Help a Reporter Out

37. Source: Flickr user Jimmedia
SELLING YOUR STORY:
A Job for Everyone

38. 5
The Path Ahead

39. “
– lee clow, chairman and global director, tbwaworldwide
The Reality of the
New Media World
is that if your brand does not have a
belief, if it does not have a soul and
does not correctly architect its
messages everywhere it touches
consumers, it can become irrelevant.
It can be ignored, or even become a
focal point for online contempt.”

40. Photo via Flickr user Cloudberry Communications
Learn to Love PR

41. Photo via Flickr user .reid
LONG RUN:
Good PR Takes Time

42. Working Together: Valle Drive-In
‣ What Story Can They Tell?
‣ How Could They Tell a Better Story?
‣ Who Would They Want to Reach Out To?

43. nick westergaard | branddrivendigital.com | summer–fall 2013
BRAND DRIVEN digital
Macy Koch | branddrivendigital.com 2014
BRAND DRIVEN digital
Questions?
blog: branddrivendigital.com
twitter: @macykoch