If you’re fortunate enough to know that a big media hit is coming, here’s a couple of things you can do. If the goal of the media hit is to drive traffic to a website, and you know it’s going to be big — you’re going to be in the New York Times, you’re going to be on a big online outlet, you’re going to be on the Today Show — make sure that your website has the capability to capture all of that traffic…
So this is going to be a bit blasphemous coming from an old media relations guy, but I would lean much more toward the owned and paid. And here’s why. Owned is more certain. You have more control over the message. You have more control over the frequency. You have much more control over who’s going to see it, especially if you can add that paid piece in there. Earned, while it still brings the good third-party endorsement, is much less certain these days. You…
The short version of the answer is the media landscape has changed a lot over the last four or five years. It’s been well documented some media have shrunken, some media have gone away. The number of people at media that we can pitch is now far fewer than it ever has been. So, you need to be patient, you need to be much more targeted with your pitches. You should do a lot of research online and on social, and if you have access…
So, one of the things that we know from doing this for 15 years now, is that clients come to us and think they know what they want, but they really don’t. They really don’t know what we do every day either. So, that first meeting is really an educational process. And by the end of the meeting, what we like to get them to is a first step. And usually, that first step is communications audit. In that process, we do a number of…
So, hooray, you’re starting to get emails in your email database, right? You have posted premium content behind a gate, you ask for names and email addresses, you’re so excited. So, of course, the first thing you’re going to do is send them an email and ask them for something. Wrong. What you really want to do is put together an entire strategy of once you get that email address what are you going to do after that. Can you put together a series of…
So, let’s say you’re planning your Facebook Live event. The first thing you want to do, is plan out a promotional campaign. We’ve been experimenting with this and we like the two weeks out rule. So, again figure out who your audiences are and where they are on social. Create graphics and encourage everybody in your organization to share and post everything you’re posting related to the Facebook Live event. As part of that, the next thing is you want to solicit questions before and…
You really want to start integrating social even before the event, to promote the event. So, think about who your audiences are and where they are, and then put together a content plan to promote the event — at least a couple of weeks out on social — and get the word out of, not only what you’re doing, what opportunities they have, but also which hashtags they can use of the event to promote the event and interact during the event. Then, obviously, during…
In the past, folks — companies, organizations — were not inclined to use social channels during times of crisis, because of the commentary and questions that they would get on those social platforms. Now, however, companies and organizations are more used to using those social platforms in a way that they used to use their websites. In the past, when there was a crisis, companies would put out a statement. They invariably would put those statements on their websites and they drive all of the…
It’s great to get that earned media hit online, or in print, or on television. The question we’ve always had after we get that hit is, “what do we do with it?” We now have the advantage of having social platforms as a way to communicate to all our different audiences. So, of course you want to take that print hit, or the online version, or that video hit, and post it on all your social channels. You want to encourage all of the people…
This is a question that we’re debating in house right now. It depends what your goals are. In our case, our goal really is to drive traffic to our website, to our blog. The reason why we want to do that is because our experience is, once people go to our blog, they then bounce around the rest of the website, and we get more visits and more interest in the rest of the things we’re doing. Even though it’s great to post it directly…
Yes, Virginia, video is very much still a thing. As a matter of fact it’s probably the thing right now. But, the key thing is to balance yourself. You don’t want to go all video and blog all the time. People are used to the written word, but, by the same token, they may be too used to the written word. The reason why we’re doing this vlog is to sprinkle in a good, solid, short video snippets into our blogging. We have gotten more…
Your current content program is working when it is generating the traffic or the leads that you set it out to do from the beginning. So, if your goal was more traffic to your website, or to certain pages on your website like your blog, and you’re seeing an increase in traffic, then it’s working. If your goal was to drive traffic to a specific offer, like a white paper, that people would download in exchange for names and email addresses, and that’s working, then…
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