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ELEVATING YOUR STRATEGY WITH EARNED MEDIA

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Alice Walton

ELEVATING YOUR STRATEGY WITH EARNED MEDIA

Fiona Hutton�& Associates

@TheCityMaven

Josh Scheinblum

Five Seasons Media

@joshshiney

Brittany Yanick

K2 & Co

@BrittanyYanick

Aneesa McMillian

GIFFORDS

@AneesaSM

MODERATOR

Beth�Miller

Miller Public Affairs Group

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EARNED MEDIA: PART OF THE PLAN

Objective

Strategies

Tactics

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EARNED MEDIA: BEST PRACTICES

Precision Matters

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Be Specific: Narrowly target outlets & reporters

Stay Current

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Be Topical: Align with storylines already covered by media

Offer Valuable Resources

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Be an asset: Provide photos, video, data, reports, etc.

Enhance Visibility

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Get Noticed: Amplify coverage through social media & newsletters

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Alice Walton

ELEVATING YOUR STRATEGY WITH EARNED MEDIA

Fiona Hutton�& Associates

@TheCityMaven

Josh Scheinblum

Five Seasons Media

@joshshiney

Brittany Yanick

K2 & Co

@BrittanyYanick

Aneesa McMillian

GIFFORDS

@AneesaSM

MODERATOR

Beth�Miller

Miller Public Affairs Group

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Messaging that moves the needle.

KNOWING YOUR AUDIENCE

  • Are you clear on who you’re speaking to?
  • How do you want to reach or persuade your audience?
  • How can you relate to them early on or connect to their concerns or beliefs?
  • What arguments are most effective with your audience?
  • Plan accordingly.

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  • Politics is personal. Earned media should reflect that.
  • Who’s in the room when messaging is crafted?
  • Diversifying your pitches.

CULTURAL COMPETENCY

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Alice Walton

ELEVATING YOUR STRATEGY WITH EARNED MEDIA

Fiona Hutton�& Associates

@TheCityMaven

Josh Scheinblum

Five Seasons Media

@joshshiney

Brittany Yanick

K2 & Co

@BrittanyYanick

Aneesa McMillian

GIFFORDS

@AneesaSM

MODERATOR

Beth�Miller

Miller Public Affairs Group

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EARNED MEDIA VIA SOCIAL MEDIA

Almost half of Americans use social media as a news source

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  • “Entering the chat”
  • Benefits of organic marketing
    • Free
    • Build your audience
    • Build authenticity
  • Cross-post and repurpose content

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MAXIMIZING SOCIAL MEDIA

  • Be quick
  • Post regularly
  • Show your expertise
  • Utilize all distribution channels
  • Create interesting and engaging content

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Alice Walton

ELEVATING YOUR STRATEGY WITH EARNED MEDIA

Fiona Hutton�& Associates

@TheCityMaven

Josh Scheinblum

Five Seasons Media

@joshshiney

Brittany Yanick

K2 & Co

@BrittanyYanick

Aneesa McMillian

GIFFORDS

@AneesaSM

MODERATOR

Beth�Miller

Miller Public Affairs Group

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  • Storytelling + great content + dopamine = success
  • Treat voters like consumers and deliver value
  • Storytelling delivers value
    • Watch: Steve Hartman, Boyd Huppert and Charles Kuralt

KICKASS CONTENT IS KING

“Keep coming up with funky ass hits like every single day.”

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THE SOCIAL MEDIA CONTENT PYRAMID

IA Caucuses

Freedom

Amendment

NC PPP Repeal

Cedar Rapids

Mayoral Race

Social media is about being social

  • Nikki Haley - 537% increase in support
  • Iowa social media efforts outperformed national pages
  • Passed in 97 of Iowa’s 99 counties
  • Most popular item on the 2022 ballot
  • Passed both legislative chambers
  • Governor’s veto was overridden
  • GOP mayor won with 68%
  • Four times more social media engagement than opponent

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GIVE THE PEOPLE WHAT THEY WANT!