Online Marketing and Advertising
earned media campaign
"Earned Media" is a term that has replaced "free media" or publicity. Below is a definition and explanation of earned media and our process. If you are looking for earned media then you should consider engaging ATAK Interactive on behalf of your organization.
EARNED MEDIA
This includes "word of mouth" and many public relations efforts, typically focusing on inquisitive niche experts reviewing products or "buzz" around a product. Examples of earned media can be seen with noteworthy actions, causing unforeseen shifts to the market, reaching out to the community, or simply doing something "cool."
WHY IS IT IMPORTANT
As earned media is almost always from a third party, it has the side-effect of producing an authentic and transparent message (examples include testimonials and consumer reviews.)
POTENTIAL OPPORTUNITY
Because of its third party origin, earned media is often distributed with little or no payment through existing communication channels (personal networks, social niches, associations, etc) and provides collateral benefits in the form of brand loyalty and customer outreach.
Phase 1: Research
ATAK will develop an integrated strategic plan to ensure that the designed message will be given to the public. This will be developed via a unique discovery process:
Phase 2: Message Development and Target Markets
A culmination of research for the campaign will be synthesized into a three to four point target message that will serve as the central set of "talking points" for all efforts of the media campaign. These points will be the driving forces behind all future media correspondence.
Phase 3: Media Training
There are many things that a company should do and not do when it comes to interacting with the media. There are certain ways to look and interact that can help or hurt you with the media and during your media appearances. There are guidelines when having to deal with hostile callers or interviews. We help you to remember to stay on target with your message and get the previously discussed points across. There is a tested and proven process to all of these elements of a successful media campaign, all of which ATAK Interactive will teach and coach through various media situations.
Phase 4: Implementation
This is a process of writing critical news releases, developing key media relationships, and following up to make sure the story is used and reused.
