TY  - BOOK
AU  - Scranton, Annie Pace
TI  - The Guide to earned media: how to use PR strategies to enhance your brand 
SN  - 9781398611054
AV  - HF 5415.1255 .S37 2023 
PY  - 2023///
CY  - London, United Kingdom
PB  - Kogan Page Limited
KW  - BRANDING (MARKETING)
N1  - 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
N2  - 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
ER  -