際際滷

際際滷Share a Scribd company logo
AGENDA
 Intro/Overview
 Panellists
 Brand and Media Strategy
 Examples
 Creating Top Practitioner Articles
 Turning Thought Leadership into Successful Books
 Q&A
 Your turnindividually and in pairs
 Report out, additional Q&A
 Wrap-up, next steps
Disseminating your research
through owned and earned
media
Kevin Anselmo  Director of Public
Relations, Duke University Fuqua School of
Business
THE PR MIX
$$$
Paid
Media
Earned
Media
Owned
Media
DISSEMINATING YOUR RESEARCH
$$$
Paid
Media
Earned
Media
Owned
Media
EARNED MEDIA DISSEMINATION
Earned
Media
Content
Press
releases
News Tips
Op Ed
pitches /
syndications
Responding
to journalist
requests
Editorial
calendar
pitches
Travels
OWNED MEDIA DISSEMINATION
Owned
Media
Content
Podcasts /
video
School
blog / web
site
Personal
blog
School
social media
accounts
School
newsletter
Personal
social media
account
CASE STUDY  THE CMO SURVEY
Professor Christine Moorman
CASE STUDY  THE CMO SURVEY
Earned media
Forbes Blog
Traditional media
relations  coverage in
Fast Company
CASE STUDY  THE CMO SURVEY
Earned media
Blogger / social media relations
CASE STUDY  THE CMO SURVEY
Owned
Media
Fuqua thought
leadership newsletter 
distribution approx.
200,000
CASE STUDY  THE CMO SURVEY
Owned
Media
Fuqua YouTube
Channel  over 1,000
unique views.
CASE STUDY  THE CMO SURVEY
Owned
Media
Fuqua Twitter account
= 7,000 + followers
Fuqua Facebook account
= 7,000 + followers
CASE STUDY  THE CMO SURVEY
Owned
Media
Christine Moorman
personal Twitter account =
1,000 + followers
CASE STUDY  THE CMO SURVEY
Owned
Media
Personal blog
Big picture guiding principles
 It is not about you  but how your research / analysis
can help the journalist / your owned audience.
 Simplify, simplify, simplify  translate your research
for the average lay person. This is the value of
university communications offices / external support.
 Commitment and time required  but huge potential in
ROI.
 In most cases, an article just online is better than an
article only in print.
 Have fun and learn in the process!

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