Public Relations & Social Marketing Insight
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Public Relations & Social Marketing Insight
Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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How the Post-Organic Social Media Era Is Redefining PR

How the Post-Organic Social Media Era Is Redefining PR | Public Relations & Social Marketing Insight | Scoop.it
The shift in focus to paid social media content is redefining, yet again, the role of the PR professional—a topic that Kellis will dive into in his opening Wake-Up Call session at PR News' Big 4 Social Media Summit, which will be held in San Francisco on Aug. 10. In a way, paid social is bringing public relations full circle.

"At least at Clorox, earned media now comes from creating social media ads that people will share," says Kellis, who leads the social media function for all of Clorox’s brands, including Hidden Valley, Clorox-branded products and Glad. "In the past, we’ve done PR around advertising in magazines and other media. That’s what we’ve come to with social. We’re doing PR to get earned media impressions from the sharing of social media ads. The earned part is critical, because we’re no longer measuring organic social campaigns—that’s completely out the window."
Jeff Domansky's insight:

Earned media impacts PR's role once again.

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Owned and Earned Media – The Online Trophy Shelf

Owned and Earned Media – The Online Trophy Shelf | Public Relations & Social Marketing Insight | Scoop.it

Organizations which take the time to cultivate and support thought leaders, giving them an online channel or outlet to enable their participation on a community, blog or other social channel, often reap the benefits of their efforts threefold. Especially in the B2B world, clients depend on their suppliers to be experts. What better way to showcase expertise than through online thought leadership?...

Jeff Domansky's insight:

Vanessa DiMauro discusses Owned and Earned Media – The Online Trophy Shelf.

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Why You Need Earned Media In Your Marketing And PR Mix | Heidi Cohen

Why You Need Earned Media In Your Marketing And PR Mix | Heidi Cohen | Public Relations & Social Marketing Insight | Scoop.it

Earned media is the new PR. It’s not only just an organic by-product of your social media or content marketing strategy.


Earned media isn’t a media entity in terms of being a set collective communication outlets or tools used to store and deliver information or data. Nor does earned media meet the 15 characteristics of a media entity.Instead of screaming ME, ME, ME, earned media gets someone else to mention you or your business on one or more media platforms....

Jeff Domansky's insight:

Do you know what earned media is? Heidi Cohen defines "earned media" by 7 attributes to help maximize your marketing and PR results. Includes useful examples.

Sherri L. McLendon's curator insight, April 9, 2015 1:58 PM

If the content strategy doesn't have as one of its objectives the emergence of earned media in its marketing public relations campaign, then it's not at peak performance yet. Measure, benchmark, and tweak.