Making Your Own Media

Making Your Own Media: How to Create and Execute a Strategic Media Relations Plan

Jackie Reau

About Game Day Communications

•Founded in 2002 by former ESPN Anchor Betsy Ross and Jackie Reau as a sports & entertainment communications firm

•Capabilities include: strategic communications, media relations, event marketing, social media strategies and sports fan research

•Clients include: Akron Marathon, Cincinnati Ballet, Cincinnati Flying Pig Marathon, NASC, University of Cincinnati, Western & Southern Open, among others

Making Your Own Media

Know How Your Audience Consumes Media


#1: Conduct a Media Consumption StudyTraditional Media

•TV, Newspaper, Magazines, Radio, internet sites

•Frequency of use (daily, monthly, etc.)

Social Media

•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications

•Frequency of use, frequency in sharing/posting content (shared or original content)

Search Engine Usage

•How do they use search engines, which ones do they use,

Information on Your Industry/Company

•Intent to purchase, motivation to attend, competitive questions

Demographics

•Age, Sex, Race, Education, Zip Code/Community of Residence

Psychographics

•Based on your industry, i.e. smart phone ownership, top three hobbies


#2: Conduct a Content Audit Review the content you created over the last year using the worksheet

•Analyze Google or website analytics from 2011.

•How many blog posts did you write/share on your website?

•Did you write any case studies or white papers on your industry?

•How many e-mail blasts did you send to current clients and prospects?

•Did some content from your Facebook get shared or liked? If so, what was the content?

•Did you get re-tweeted? If so, what was the nature of the content?


Align Efforts with your Customer’s Buying Cycle


Think Like a Newspaper Publisher


#3: Create an Editorial Schedule

•Record your editorial plans on a Google calendar or spreadsheet

•Plan for six months to one year based on your research

•Theme your content based on the buying cycle and your customer’s needs

•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sure you are reaching all of your personas

•Tag your content with your SEO keywords on a consistent basis

•Always think like a reporter and encourage your colleagues to do so

•Repurpose content: i.e. use snippets from a white paper on Twitter


10 Tips on Making Your Own Media

#1: Download Your Local Media Apps,

Share Photos/News


#2: Monitor Social Media Conversations

and Engage: Free


#2: Monitor Social Media Conversations

and Engage: Paid


#3: Build a Social Media Team to Create Content


#4: Bank Content as You See It, Share It Later


#5: Repurpose Content for Websites, Social Media


#6: Pack Your Camera & Video Camera with You


#7: Create Annual or Seasonal Features


#8: Conduct Original Research and Share It


#9: Look Beyond Your Industry for Content


#10: Stay Current with Trends and

Educate Your Community


Jackie ReauGame Day Communications

[email protected]

Twitter: @gamedayjreauLinkedin: @jackiereau

Facebook: @jackiereau

700 West Pete Rose WayCincinnati, Ohio 45203

(513) 929-4263


http://www.cbts.cinbell.com/

http://www.cbts.cinbell.com/

Sports

Making Your Own Media