Join Deirdre Breakenridge for an in-depth discussion in this video Understanding earned, owned, shared, and paid media, part of Public Relations Foundations.
- In the past, PR people mainly focused on earned media…and the credible third-party endorsement.…But today, in order to truly stand out and have…a great impact with your audience,…you need to offer different types of media experiences.…Your audience is fragmented,…and congregating in many different places.…As the number of channels increase,…your audience's attention span goes down.…So here's where you, as a PR pro, need to think differently…about a mix of content, which goes beyond earned media…to include shared, owned and paid media…to get your audience's attention.…
Let's start off first with earned media,…because that's more familiar in PR.…When someone else talks about your brand, product…or service, it carries so much more weight than when…you try to convince somebody of your worth.…Earned media can be editorial coverage in print, or online,…in reviews, in ratings, or it could be comments…from your customers.…Or, it could be coverage in the form of a blog post.…Earned media serves a very specific purpose.…
Learn today's public relations techniques and best practices with PR expert Deirdre Breakenridge. In this detailed course, she explains how social media has revolutionized public relations, and offers an effective eight-step workflow you can use to ensure you're sharing the right message with the right audience. Learn how to build a PR plan, develop and optimize messaging, and engage everyone in the media, from reporters to bloggers and influencers. Next, see how to manage relationships and your organization's reputation; amplify awareness with the aid of internal and external "champions"; and plan for, and gracefully navigate, crises. Finally, explore the differences between a news release and a social media release, check out effective visual storytelling techniques for new media, and see how to measure and share PR outcomes.
- Explain two ways to raise credibility.
- Define research.
- Identify the steps to take when auditing social media communication.
- Describe the thinking process PR professionals should use when developing messages and optimizing content.
- Recognize three strategies for becoming a trusted source for journalists and bloggers.
- Differentiate between issue management and crisis management.
- Explain how to create effective infographics.
- Identify the important of understanding data and analytics.
Skill Level Beginner
1. Moving from PR and PR 2.0 to PR Expanded
2. Researching Today's Consumers
3. Learning the Integrated Approach to PR Planning
4. Developing Relationships and Building Champions
5. When Crisis Strikes
6. PR Writing Today
7. Finding the ROI and the Value of PR
Conclusion: Becoming the Modern-Day Communicator
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