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The lines have blurred -- in media, advertising and PR. Here are six examples of companies embracing the change and doing what PR has always done best: earned media.
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www.swordandthescript.com
Six Creative PR Ideas that Blend Marketing for Bigger Buzz
How Paid, Owned and Shared Media Lead to Earned Media
www.swordandthescript.com
“It is not the strongest of the species that survive, nor the most
intelligent, but the one most responsive to change.”
-Darwin
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Facts
• The tools have changed.
• The media has changed.
• Marketing has changed.
PR must lead change.
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Adapting to Change
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Liberty Tax’s “Waivers” are aimed at driving foot traffic to stores, but there’s a human interest story for driving earned media.
1. Guerrilla marketing drives coverage
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Ben & Jerry’s ran a photo contest on social media, chose winners to used in local advertising, which led to earned media.
2. From social media, to paid media to earned media
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3. Social proof for crossing the earned media threshold
Hasbro’s Facebook contest to “Save Your Token” tapped social media – and by extension social proof – to earn media.
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Native advertising is the new advertorial, except the distinction between news and advertisement is a whole lot blurrier. BuzzFeed is one publication experimenting with the concept and Taco Bell gives the publication something worth writing about with its social interactions. And the content moves in with a viral nature with a “cool” factor.
5. Native advertising: Not your father’s advertising
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5. Ads can make news
Old Ebbitt Grill, a restaurant in Washington, DC, started printing timely AP stories on it’s receipts for customers – and selling ad space. The media took note.
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Unilever teamed with Space Expedition Corporation (SXC), which is developing plans for commercial space flight, to launch a contest to give free space rides. The campaign is tied to a SuperBowl commercial, blending media, and earning media as a result.
6. Partners + Contests + Ads + Coolness = Earned Media
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The Path Forward
• The lines have blurred in:– News– Social media– Marketing
• Advertising looks more like PR.
• Marketing looks more like PR.
PR must lead change.
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Read more about these creative PR ideas here:
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Frank Strong
PR | Content Marketing | Social Media
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