The Guide to earned media : how to use PR strategies to enhance your brand /
Annie Pace Scranton
- London, United Kingdom : Kogan Page Limited, c2023
- x, 167 pages ; 24 cm.
Introduction -- 01 PR and Successful Branding -- So, What Exactly Is PR? -- Branding 101 -- Figuring Out Your Personal Brand -- Maintaining Your Personal Brand -- Branding For a Company/Organization -- Writing a Mission Statement -- How Does This Connect to PR? -- 02 The Three Spheres of Influence in Media -- Print -- Digital -- Broadcast -- Summary -- 03 Origin Story -- Creating the Origin Story -- Media Training -- 04 Setting Goals -- Why Do We Need PR? -- What Are We Trying to Accomplish? Who Are We Trying to Reach? -- Agendas and Reporting -- Social Media -- The Importance of Goals -- 05 The Brand's Elevator Pitch -- 06 Thought Leadership -- The Most Common Types of Thought Leaders -- Other Examples of Thought Leaders -- Owned Media -- Earned Media -- Podcasting -- Video -- Summary -- 07 Pitching to Print Media -- Research the Print and Digital Outlets That Make Sense for You -- Research Who You Are Pitching To -- Constructing the Pitch Email -- The Follow-Up -- Setting Up the Interview -- Summary -- 08 Pitching to Broadcast Media -- Steps to Take Before Pitching Media Training -- Setting Up the Media Training -- Summary -- 09 Securing Speaking Engagements -- Booking Speaking Events and Conferences -- Conclusion -- Acknowledgments -- Notes -- Index.
Integrate media outreach into your overall strategy by breaking down the process of developing various kinds of pitches, approaching different media outlets and engaging in thought leadership tactics.