Sherrilynne Starkie https://sherrilynnestarkie.com Smart Digital Communications Sat, 28 Nov 2020 13:04:02 +0000 en-CA hourly 1 https://wordpress.org/?v=5.5.3 https://i1.wp.com/sherrilynnestarkie.com/wp-content/uploads/2017/11/cropped-Sherilynne-Basic-transparent-background.jpg?fit=32%2C32&ssl=1 Sherrilynne Starkie https://sherrilynnestarkie.com 32 32 36807491 Rules for good media relations https://sherrilynnestarkie.com/2020/08/29/rules-for-good-media-relations/ https://sherrilynnestarkie.com/2020/08/29/rules-for-good-media-relations/#comments Sat, 29 Aug 2020 12:00:49 +0000 http://strivepr.com/wordpress/2006/09/30/rules-for-good-media-relations/ Gaining media coverage is an essential part of the content marketing mix. Build great media relations with these six simple rules.

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Many companies fail to include a media relations strategy as part of their content marketing. This means they are walking away from opportunities to gain exposure to massive audiences, getting the SEO benefits of backlinks from high authority websites and often, winning a Google Page One ranking for their priority keywords. Successful digital marketing and communications depend upon Owned, Paid and Shared media strategies, and Earned media is an essential part of the mix. Here are eight rules on to improve media relations: media relations reporter and camera

1. Deal honestly

Not only is honesty the best policy in most things in life, in PR it’s just common sense. No tricks, evasion or hiding the facts; with the media that’s just like waving a red flag to a bull. Be accurate, helpful and have integrity in all your dealings.

2. Work for the reporter

Remember journalists are your most important clients. As a media relations specialist, you need to serve them well by providing interesting, timely stories that their audiences want to hear. Meet their deadlines. Know their beats. Help them out; even if your assistance doesn’t relate to the company you work for. Your reputation among media professionals is a valuable asset.

3. Don’t nag or plead

News is just that, news. If the story is weak or ill-targeted, no amount of pleading will get you coverage. And, when your story runs, and it isn’t what you had hoped for (not long enough, wrong angle) don’t whine. It’s ok to point out factual inaccuracies, but respect the journalist’s treatment of the news.

4. Don’t ask for a kill

Trying to kill a hard news story is a fool’s errand. If you want the media to cover your good news, you’ll have to accept that they’ll cover your bad news too. Asking for kills will only damage your relationships, and that’s never a good thing.

5. Never spray & pray

Use only well-targeted pitches. Angle your stories to suit the needs of each reporter. If journalists are constantly receiving irrelevant news from you, they’ll hit the Del key without giving your release a glance. Think before you click send.

6. Be clean

Regularly clean your media contact database. People move around all the time, it’s your job to know when and where they go. It’s all part of serving the media well. (See Invest in PR tools below.)

7. Keep current

There’s a ton of content online to help you keep up to date with the latest media relations trends.  I follow Spin Sucks, PR Daily, the For Immediate Release Podcast and the Marketing Book Podcast, as examples. There’s also a myriad of great media relations books that are worth the time reading, not least of which is the CP Style Guide (or AP Style Book for my American friends).

8. Invest in PR tools

Investing in media relations tools can make the difference between being just good at your craft and becoming a true media relations expert.  There’s plenty of free tools, such as HARO and Google Alerts, but by spending a little money on the paid for software offered by Cision or Muck Rack you’ll gain a lot more insight and services.  My PR stack includes (in part) BuzzSumo, Cision, TalkWalker Alerts, Ubersuggest, Moz, Google Analytics and I use several more for social media relations too.

Contact me!

Interested in learning how to power your content marketing by adding earned media strategies and tactics?  Need media relations training?  Let’s set up a time for a free telephone consultation.

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Podcast: Heart-centred leadership communications https://sherrilynnestarkie.com/2020/07/24/podcast-leadership-communications/ https://sherrilynnestarkie.com/2020/07/24/podcast-leadership-communications/#respond Fri, 24 Jul 2020 12:56:54 +0000 https://sherrilynnestarkie.com/?p=10388 Did you know that I offer podcast production services? That’s the reason I’ve hosting the Being Human Is Good For Business Podcast. In each episode, we discuss leaders, leadership communications and leadership strategies. In Episode 4 we discuss heart-centred leaders. These are the people who feel things strongly and lead by forming strong relationships. They […]

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Did you know that I offer podcast production services?

That’s the reason I’ve hosting the Being Human Is Good For Business Podcast. In each episode, we discuss leaders, leadership communications and leadership strategies.

In Episode 4 we discuss heart-centred leaders. These are the people who feel things strongly and lead by forming strong relationships. They focus on human systems more than other business systems.

The stars of the show are the leadership development experts at Trilogy Effect (clients). They use the Enneagram framework to help leaders grow through self-awareness. The Enneagram comprises nine personality Types that cluster into groups of three based on core motivations, strengths and liabilities.

I’m loving this gig! With each episode I learn so much. Please join me in learning more about leadership communications! Please listen and share with your friends and colleagues.

Find the show here -> Being Human Is Good For Business Podcast Episode 4. 

I’ve also discovered these amazing  Enneagram Career Guides which are interactive workbooks that use the lens of the enneagram to help you create alignment between your personal motivations and the work that you do.

And if you’d like to know more about my corporate podcast production services please contact me to set up a call.

Oprah uses heart centred leadership communications podcast

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How to lead and inspire others https://sherrilynnestarkie.com/2020/05/12/how-to-lead-and-inspire-others/ https://sherrilynnestarkie.com/2020/05/12/how-to-lead-and-inspire-others/#respond Tue, 12 May 2020 12:00:51 +0000 https://sherrilynnestarkie.com/?p=10365 I’m hosting a new business podcast about how to lead. Most people know me as a marketing communications professional. But, did you know that for years I’ve been a volunteer leader for IABC, the International Association of Business Communicators? I’m a past president of IABC Ottawa and am just about to step up as Chair […]

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I’m hosting a new business podcast about how to lead.

Most people know me as a marketing communications professional. But, did you know that for years I’ve been a volunteer leader for IABC, the International Association of Business Communicators? I’m a past president of IABC Ottawa and am just about to step up as Chair of IABC Canada East Region.

In addition, for almost 20 years I’ve held leadership roles at communications agencies in Canada, the USA and the UK.

However I know that even with all this experience, I’m not the best leader I can be.  These are strange times. Leading through them is even stranger.

So I jumped at the chance to be the host of a business podcast about how to lead. In each episode, I interview the leadership experts at Trilogy Effect about what makes a leader great.

As host of the Being Human is Good For Business podcast, I’m learning so much about we all can continue to grow as leaders and inspire others.

Please join me. Subscribe here or wherever you get your podcasts.

how to lead podcast cover art

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Want to own Google Page One? https://sherrilynnestarkie.com/2020/05/11/want-to-own-google-page-one/ https://sherrilynnestarkie.com/2020/05/11/want-to-own-google-page-one/#respond Mon, 11 May 2020 12:00:50 +0000 https://sherrilynnestarkie.com/?p=10361 If you want to own Google Page One for your key search terms, I’ve shared my secrets in this recent webinar for my friends at Agility PR, the software and services company for public relations professionals. A lot of marketers put considerable time into creating content and growing their social media following. They spend budgets […]

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If you want to own Google Page One for your key search terms, I’ve shared my secrets in this recent webinar for my friends at Agility PR, the software and services company for public relations professionals.

A lot of marketers put considerable time into creating content and growing their social media following. They spend budgets on digital ads for promotion and yet, they continue to be disappointed with the results.

In my webinar, I explain how public relations is often the missing ingredient in content marketing. Adding this into your mix is a surefire recipe to attracting a flood of quality, relevant traffic to your website.

More than 500 people signed up for my live presentation! I’ve posted my slides below. And if you want to see the webinar recording sign up here.

Or contact me to discuss how you can improve your content marketing results.

Made with Visme Presentation Maker

 

 

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Webinar: PR the missing ingredient in content marketing https://sherrilynnestarkie.com/2020/04/23/webinar-pr-in-content-marketing/ https://sherrilynnestarkie.com/2020/04/23/webinar-pr-in-content-marketing/#respond Thu, 23 Apr 2020 12:48:32 +0000 https://sherrilynnestarkie.com/?p=10353 Is your campaign missing something? You’ve done your research, identified your audience, and have excellent content to promote… but it’s not getting the traction it deserves. Join me as I break down public relations’ crucial role in successful content marketing campaigns.  I’ll be providing practical tips for great digital PR. But wait, there’s more: Learn […]

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Is your campaign missing something? You’ve done your research, identified your audience, and have excellent content to promote… but it’s not getting the traction it deserves.

Join me as I break down public relations’ crucial role in successful content marketing campaigns.  I’ll be providing practical tips for great digital PR.

But wait, there’s more:

  • Learn how to maximize ROI through publicity and influencer relations
  • Discover the essential elements of an integrated strategy that pays off
  • Build on the successes and avoid the mistakes of those who came before with real-world case studies

Enroll for this free webinar here!

free webinar

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Make Your LinkedIn Profile Work for You https://sherrilynnestarkie.com/2020/04/17/make-your-linkedin-profile-work-for-you/ https://sherrilynnestarkie.com/2020/04/17/make-your-linkedin-profile-work-for-you/#respond Fri, 17 Apr 2020 12:05:24 +0000 https://sherrilynnestarkie.com/?p=10350 Having a LinkedIn profile that is active and properly optimized will significantly increase the chances of being discovered by potential clients and companies looking to hire. In other words, people will contact you directly if they think you will be a good fit for their needs. Isn’t that a lot better than cold calling or […]

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Having a LinkedIn profile that is active and properly optimized will significantly increase the chances of being discovered by potential clients and companies looking to hire.

In other words, people will contact you directly if they think you will be a good fit for their needs. Isn’t that a lot better than cold calling or spending hours on your application and resume.

Did you know that 75 per cent of people who recently changed jobs used LinkedIn as part of their career move?  But you’d be amazed by how few people take the time (just a few minutes) to ensure their profile is fully optimized for search and for impact.

A client recently asked me to help their leadership team improve their LinkedIn profiles.  So I made the tutorial below as a training aid and now I’m sharing it here to help anyone looking to boost their LinkedIn profile.

Here’s my quick tutorial on how to make your LinkedIn profile really work for you. It covers the importance of a custom URL, cover photo, linking and optimizing for SEO.

It’s important to get social media foundations right to be successful in digital marketing communications. Subscribe now to get future tutorials covering social media basics.

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Content creation: Visme Unleashed https://sherrilynnestarkie.com/2020/03/23/content-creation-visme-unleashed/ https://sherrilynnestarkie.com/2020/03/23/content-creation-visme-unleashed/#respond Mon, 23 Mar 2020 12:00:28 +0000 https://sherrilynnestarkie.com/?p=10327 Hooray for Visme Unleashed! From time to time I get the opportunity to take social media tools and software for a test drive. Such an opportunity came my way recently when Payman Taie, the founder of Visme, wrote to me with the offer to try out the newly retooled platform. As I’m always trying to […]

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Hooray for Visme Unleashed! From time to time I get the opportunity to take social media tools and software for a test drive. Such an opportunity came my way recently when Payman Taie, the founder of Visme, wrote to me with the offer to try out the newly retooled platform. As I’m always trying to make my visual content better, I jumped at the chance.

I’ve mentioned Visme before, but this was my first time using it, and I really liked the experience. It’s like an all-in-one content creation tool that takes the complexity out of creating presentations, infographics, documents, videos, and graphics. It’s great for people like me — few design skills.

Think Canva and Powerpoint combined. I found it simple to use and flexibile and loved the interactive features.

This video gives a quick overview of Visme.

In the past I have relied on Powerpoint to create training and marketing presentations, and it usually takes a long time and results are not that great. You can tell I’m no designer. But with Visme, compiling a deck is a lot quicker and the results are pleasing. (I can’t share it here because of client privacy).

Payman tells me the new release is the result of more than seven years effort, thousands of hours of research and development and the feedback and support of over 4.4 million users.

In the latest release, Visme Unleashed, there’s a lot of new features and functions.This includes:

  • Over 500+ customizable animated illustrations, characters and gestures (I used a lot of these in my presentation).
  • Expanded offering of project export formats to include editable Powerpoint export and GIF and video!
  • Thousands of HD-quality videos and audio clips
  • Massive presentation themes, Simple & Creative, each with over 325 slides across 20 categories.
  • Magic style tools to apply existing styles to other objects.
  • Upload vector graphics (SVGs) (In addition to JPG, PNG and animated GIFs)

More Visme to come

I used it to create a long deck, some 40+ slides. Yet, I’ve only scratched the surface of Visme’s functionality. I want to try my hand at making an infographic and to check out the video production features. I’ll report back when I do. (Follow me on social media to see some early results!)

Visme is free for all users; it takes just a few seconds to register and start creating your first project. Most features are free and other features, such as downloading projects for offline use, password protection, access to premium widgets and templates, are available for an affordable fees starting at US $14/month when paid yearly (or $25/month when paid monthly).

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Five steps to positive media coverage https://sherrilynnestarkie.com/2020/03/02/five-steps-to-positive-media-coverage/ https://sherrilynnestarkie.com/2020/03/02/five-steps-to-positive-media-coverage/#comments Mon, 02 Mar 2020 13:00:32 +0000 https://sherrilynnestarkie.com/?p=10308 Wondering how to get media coverage?  Not only does it provide visibility for your company, product or service, it powers most content marketing and social media marketing strategies. Whether your target audience is consumers, businesses or other stakeholders, without having earned positive media coverage as part of your marketing mix, you’re not realizing your full […]

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Wondering how to get media coverage?  Not only does it provide visibility for your company, product or service, it powers most content marketing and social media marketing strategies. Whether your target audience is consumers, businesses or other stakeholders, without having earned positive media coverage as part of your marketing mix, you’re not realizing your full digital marketing potential.

In this article we’ll explain why earned media is a crucial part of any successful digital marketing campaign, outline what you need to get started and provide tips on how to get your first positive media hit!

What is mediacoverage and why does it matter?

Media coverage is also known as earned media or ‘good PR’. It confers a powerful, unbiased endorsement for an idea, a company, a brand or a product. It gives great exposure to vast audiences and perhaps more importantly for digital marketing, PR coverage provides those backlinks from credible websites that are crucial to maintaining high search engine rankings. Sometimes known as publicity, mediacoverage is not advertising. It’s based on the news value of the story and is never paid for.

Getting online media coverage is one of the four pillars of digital marketing success alongside owned, shared and paid media. This includes content marketing, social media and digital advertising among other marketing tactics. Digital marketing is interconnected, and all activities are dependent upon each other to gain the most value for marketing budgets. If PR coverage is not part of the mix, other activities will struggle to deliver the desired results.

How to get media coverage

Gaining sustained positive news coverage means having a long-term view and takes investment in both time and resources. Occasionally, if your story angle is good and the timing is right, you can start seeing results almost immediately. But it usually takes about three months’ effort to start seeing your company mentioned in the news media. Sometimes it can take even longer depending on what else is happening in the news. Here are the foundational steps to creating a successful media relations program.

1. Know your media

The very first activity in getting PR coverage is the one most often overlooked, yet it couldn’t be simpler. Study the media to learn which outlets tend to cover stories like yours.

For example, if you are selling software to businesses, you need to be spending time on the technology trade websites such as C/net, Tech Radar and IT World Canada.

Read the websites. Listen to the podcasts. Watch the videos. The object of this exercise is to observe how each covers news. For some, the bulk of the coverage will be short newsy articles. Others pride themselves on in-depth investigative reporting. Still others will tend towards opinion and thought leadership content. In fact, most will have a combination of all of these editorial approaches.

online mediacoverage

How to get news coverage of your business

  • Is there any coverage of your closest competitors? If the answer is yes, this media outlet is a good target for you.
  • Do they accept contributed articles? Many outlets will publish bylined opinion or thought leadership articles if they are not salesy and puff.
  • Is there an editorial bias or special focus? For example, there might be a progressive theme across the stories. CNN and FOX tend to cover the same news, but they take very different angles in their reporting. Observe if there’s a bias that reflects that of your target audiences.
  • Which stories are most shared? Lots of news outlets have badges showing how many times an article has been shared on social media and on which platforms. Analytics software, such as BuzzSumo or Meltwater, can also give you this insight. This gives you an idea about how viral the content is.
  • Are comments turned on? If so, what’s the commentary like? This is a good indication of audience engagement and can provide insights on your target audiences.
  • Who is their audience? Sometimes this can be tough to discern just by looking at the content. Try exploring at the mice print in the website footer for a link to advertising info or a media kit. Often a publisher will include an audience overview in these sections.

2. Prioritize your target media

Now that you have a good understanding of the media outlets that cover your space, you must prioritize. Create a media list ordering the outlets by priority with the outlets that are most likely to cover your news at the top.

Returning to our software industry example above, let’s say your product is a payments app. While getting coverage in C/net, Tech Radar or IT World Canada would be awesome, Payments Journal or PaymentsSource cover your industry more closely. You can take this targeting a step further if your product has a specific customer base. For example, if your payments software is used mostly by online gambling operators, getting covered by iGaming Business and Canadian Gaming Business should be your top priority.

Put the most narrowly focused media outlets at the top of your priority list and cascade down to the most general.

3. Build media relationships

Remember the ‘R’ in PR stands for relationships. It’s an important part of your job in social media marketing to build a rapport with reporters and influencers before you ever pitch a story. If news professionals know you or at least have heard of your company or brand, they will be more receptive.

Start by following them on Twitter and Instagram. Connect with them on LinkedIn. Like, share and comment on their content. Connect in person with media professionals whenever you can. Attend events such as press receptions at trade shows or at relevant charity fundraisers that reporters are likely to attend.

Once you’ve established a connection, don’t be afraid to ask influencers about their preferences. How do they want to be contacted? When’s the best time of day to reach them? What kinds of story angles do they prefer?

earned media: reporter and camera

4. Understand what makes a good story

Reporters are constantly looking for good stories that provide value to their audiences. If you have news that is of interest to the readers, you’ve got a good chance of gaining an influencer’s attention. But remember, most reporters get upwards of 50 story pitches a day, so make sure yours stands out by being relevant and newsworthy. Here’s how:

  • Is it new? It’s called news for a reason. A new product, approach or idea provides excellent news value, but it must be brand new. Your product launch isn’t necessarily news if there’s others like it on the market. Your CEO’s speech isn’t news if he’s said the same thing before.
  • Is it unusual? Here the story may not be new, but it has unique angle. Your new product might not be differentiated, but if you’re the only company marketing it to parents of small children, you could have a good story.
  • Is it significant? Is your news about something that will have an impact? Your company’s increase in sales may not be newsworthy enough to get digital media coverage. However, it could make the difference if this increase pushes you into the industry’s number one position.
  • Is it about people? Adding a human angle will always make a story stronger. A customer testimonial or case study often provides a good angle. Featuring an employee as part of the story is another way to add a genuine human touch.

5. Make it easy to cover you

Reporters and influencers are pretty much 100 per cent focused on producing stories and most have output quotas set by their bosses. In short, they’re busy. You can increase your chance of being covered by making things easy for a hardworking journalist.

Start by making it effortless for a reporter to contact you. Publish your email address and phone number on your website, on Google My Business and in your other social media profiles. And when they do reach out, reply quickly. Reporters are on tight deadlines and will move onto another source if you they can’t reach you.

Take this idea to the next level by creating an online media kit where journalists can freely access the news releases, quality photos and video, executive bios, technical fact sheets and statistics they can use to build their stories.

Keep your pitches short and fact based, and deliver on all your promises. Reporters don’t want to be sold to; they just want information that helps them do their jobs. Your pitch should include a one sentence summary of news, a link to a primary source such as a news release or an infographic, and a succinct offer. For example, are you offering an exclusive interview, providing a sample product for review or an inviting them to an event?

The best thing you can do to help a reporter cover you is to be relevant and provide value. Reporters hate off-topic pitches and resent false promises. If you are offering an exclusive interview with the CEO, make sure that no other reporter gets that interview and that it’s the CEO that turns up on the call, not some other spokesperson.

Remember…

No matter your what business you’re in, what customer base you serve or what your communications objectives are, digital media coverage plays an important role in digital marketing campaigns. Beneficial media relationships take time to develop, but this investment will pay long-term dividends.

Contact Me!

The power of earned media is overlooked by many social media marketing companies. Get the mediacoverage that your company deserves and needs for digital marketing success. Let’s set up a time to chat.

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What is Earned Media? https://sherrilynnestarkie.com/2020/02/18/what-is-earned-media/ https://sherrilynnestarkie.com/2020/02/18/what-is-earned-media/#respond Tue, 18 Feb 2020 13:01:44 +0000 https://sherrilynnestarkie.com/?p=10296 Earned media is media coverage or ‘good PR’. It confers powerful third-party endorsement for a company, a product or even an idea. And, it provides broad exposure to large mainstream media audiences. Sometimes known as publicity, earned media is just that. It earns coverage based on its news value and is never paid for. It’s not advertising.

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Earned media, often referred to as PR coverage, is growing in importance for today’s digital marketing success.

People are returning to mainstream media in droves, according to the Edelman Trust Barometer 2020. Just two years ago the news media industry looked bleak with almost half, 44 per cent, of people checking the news less than once a week. Today’s picture is much rosier. Three out of four people now check the news at least weekly and almost half will share news media content via their own social networks.

It’s an incredibly turnaround. This renaissance speaks to mainstream media’s increased perceived credibility and trustworthiness. It means reporters and other news professionals are now restored to the position of influencer. Companies and brands that had previously dropped PR to focus just on content marketing are once again waking up to the incredible power of positive media coverage.

This means that getting media coverage for your brand, company, product or service is once again becoming an essential part of the marketing mix. In this post, I’ll define “earned media” and show a few examples of how smart marketers use it to fuel successful campaigns.

Earned Media Anchor

What is Earned Media?

Earned media is media coverage or ‘good PR’. It confers powerful third-party endorsement for a company, a product or even an idea. And, it provides broad exposure to large mainstream media audiences. Sometimes known as publicity, earned media is just that. It earns coverage based on its news value and is never paid for. It’s not advertising.

Why is Earned Media Important?

Earned media is one of the four pillars of digital marketing success alongside the owned, shared and paid media pillars.

It’s a framework, sometimes known as the PESO model. It integrates digital marketing communications strategies and tactics to maximize impact, extend reach and deliver a measurable return on investment (ROI).

The four pillars are interconnected and dependent upon each other to gain the most value for marketing budgets. If earned media is not part of the mix, other activities will struggle to deliver the desired results.

Let’s imagine you have a company blog. You spend time and talent in writing and posting articles, but the expected web traffic just never materializes. You try sharing it on social media and even run a few Facebook ads, but the results are short term and costly. After a while you give up on the blog thinking it’s a waste of time. Earned Media Coverage

Hang on! Here’s the problem. People are not surfacing your content through search. Getting to Google Page One means increasing your website’s Domain Authority, and a great way to do this is to get backlinks from other high authority websites. Mainstream media websites tend to have elevated domain authority!

So, getting reporters to link to your website can dramatically impact the visibility of your blog content in the long term. That’s one way that earned media directly powers owned media.

Earned media fuels shared media by providing quality content to share on company’s social media channels. This strengthens brand positioning and bolsters stakeholder relationships by letting followers know that news reporters see this company as a credible source.

Using PR coverage in paid media campaigns exposes new audiences to the powerful endorsement of mainstream media stories.

Examples of Earned Media Success

Tips for Earned Media

Earning positive media coverage can happen overnight, but it usually doesn’t. Customarily, it takes sustained effort to build the kind of media relationships that deliver positive PR.

Here’s my rules for good media relations. I first published them in 2006 and then updated them 2018. This article continues to be one of my most-read blog posts.

Remember that adding earned media into the marketing mix will improve results overall. Don’t risk total failure. When you sit on a four-legged stool that’s missing a leg…you’ll likely fall over!

Contact Me!

Interested in learning how to power your digital marketing by adding earned media strategies and tactics?  Let’s set up a time for a free telephone consultation.

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Trust in business is the catalyst for change https://sherrilynnestarkie.com/2020/02/10/trust-business-catalyst-change/ https://sherrilynnestarkie.com/2020/02/10/trust-business-catalyst-change/#respond Mon, 10 Feb 2020 12:55:51 +0000 https://sherrilynnestarkie.com/?p=10284 People’s trust in both government and business continues to wane, according to the Edelman Trust Barometer 2020.  And, although trust in capitalism is at all-time low, there’s hope. Despite there being little trust in the ethics of businesses and brands, survey respondents said that business is a great deal more competent than government or non-government […]

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People’s trust in both government and business continues to wane, according to the Edelman Trust Barometer 2020.  And, although trust in capitalism is at all-time low, there’s hope.

Despite there being little trust in the ethics of businesses and brands, survey respondents said that business is a great deal more competent than government or non-government organizations.  Edelman Global CEO Richard Edelman said ths shows the potential for business to be the catalyst for change.  He said companies need to engage stakeholders over shareholders and anchor strategy in ethics.

There’s room for optimism for the media industry too. Disengagement with the news has slowed significantly and there’s been huge growth in amplifiers–people who share news stories via social media.  That’s a boon for our journalist colleagues!

Another interesting finding is that Canadians have little trust in our government. Apparently we think its unethical and incompetent at the same time.

Here’s an excellent interview with Richard Edelman at last month’s World Economic Forum in Davos, Switzerland. He summarizes the study findings and explains the trends observed over the 20 years since the first Trust Barometer survey.

The Trust Barometer is based on a survey of 34,000 respondents in 28 markets, 1,150 respondents per market. Fieldwork was conducted between October 19 and November 18, 2019.

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