Here at The Hodges Partnership, we’re big believers in the EOP model – short for earned, owned and paid media. We’ve got folks on staff who eat, sleep and breath earned media. They have Today show reporters on speed dial. Other Hodgers live in the owned media world, churning out quippy social media content in their sleep. And a third paid media crew can tell you all about Meta’s average cost-per-click and why A/B testing is the way to go. My team? We span all…
Read MoreI’m not sure we’ve saved the best for last when it comes to our three-part discussion of the Earned-Owned-Paid public relations paradigm – and if you missed our first two installments on Earned and Owned you can find them here – but the Paid leg of the stool is to my mind where the most magic happens. Let’s explain how to wave the magic wand. A long time ago – I dunno, maybe back in the 2010s – social media had an exciting, inbred element…
Read MoreWhen last we met, I was musing about the three-part paradigm that has come to dominate the public relations landscape. I’m talking about EOP – earned/owned/paid – a winning PR trifecta if there ever was one. My last installment focused on the “E” of the acronym, “earned media,” which no doubt is the progenitor of our profession. Placing stories in the news media is where public relations first took root, and it continues to be an effective strategy for raising clients’ visibility while amplifying it all with…
Read MoreRegardless of size or industry, our clients come to us with a goal of finding the most impactful ways to connect with their target audiences. While strategies and tactics differ, one tried-and-true framework is the EOP model. Short for earned, owned and paid, the EOP model is a comprehensive approach that goes beyond isolated tactics and embraces a holistic perspective of strategic communication. Here’s what makes it so effective. The EOP Overview EOP serves as the foundation for a successful media strategy, but it’s not…
Read MoreI spent the first dozen years of my career in the federal government, and like much of the rank and file, I became adept at acronyms, those abbreviations that give insiders a sense that you know the lingo and leave outsiders scratching their heads. I remember that moment of clarity when I finally realized, for example, that NMI was not a popular middle name but stood for “no middle initial.” (Insert the sound of a palm slapping a forehead.) Suffice it to say that I haven’t…
Read MoreAfter more than five years of employing the EOP (earned, owned, paid) public relations model – for our clients and ourselves – I set aside some time to contemplate whether the paradigm had run its course, whether it was time to move on to new strategies and new ways of thinking. Short answer: It’s not. The EOP model (some call it the PESO model by adding “shared” into the mix) is every bit as effective today as it’s ever been. The combination of these interconnected…
Read MoreWhether your goal is to increase enrollment, showcase life-changing research or establish your school as the best option to earn a certificate or degree, having a well-rounded communications plan is a must as a higher education institution. We’re big believers in the EOP model (earned, owned, paid), so here are three must-do tactics to add to your strategic communications plan and why they work well for higher education. Earned Media: Media Relations Incorporating media relations into your communications strategy gives you the opportunity to raise…
Read MoreWhen it comes to tradeshows, the focus for marketers tends to be on developing the creative for the booth and collateral, while the sales team is focused on customer appointments. Taking some time to look at your tradeshow strategy through an EOP (earned, owned, paid) lens can help you get more mileage out of these big budget events. Below are some suggestions for prepping for tradeshows from an EOP perspective. Earned Industry tradeshows are often attended by trade media. Whether you’re in the tech industry…
Read MoreReaching the right people at the right time, with the right message is the pillar of a successful content marketing program. And with more organizations developing content these days, the competition to reach potential customers with tailored content is fierce. For many organizations, the challenge usually isn’t the creation of valuable content. The challenge is ensuring your content is breaking through the millions of pieces of content shared every minute. It used to be enough, for example, to share posts to your Facebook newsfeed or…
Read MorePerformance data for specific channels will help you gauge how engaged your audience is, based on the type of action they’re taking. However, tracking, analyzing and reporting marketing campaign success can be tricky. There’s a wealth of data you can pull from your website, blog and social channels. So instead of leaving your team to guess which metrics are important, use these KPIs as a guide for earned, owned and paid content. Paid social media metrics Social advertising platforms have become increasingly informative. Marketers can…
Read MoreDo you know what the beauty of owned content is? You have total control, and for a control-freak like me, developing original, owned content puts me in a happy place. Chances are, if you have a content marketing strategy in place, you are already producing some level of owned content. But if you’re looking to beef up your practice, or get started from the ground up, you may need a little bit of guidance. The world is your content oyster, and it can get overwhelming…
Read MoreThere’s a significant difference between clicks to your website and true inbound lead generation. While it may be tempting to report those larger web traffic numbers as “leads,” the reality is that you can’t be certain that those folks are actually prospective customers. Website traffic is important Don’t get me wrong, traffic to your site is important. After all, it’s the first step in generating customers though online marketing efforts. But if your end goal is lead generation, it’s essential to consider clicks and leads…
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