AGENDA

• Intro/Overview

• Panellists– Brand and Media Strategy– Examples– Creating Top Practitioner Articles– Turning Thought Leadership into Successful Books

• Q&A

• Your turn…individually and in pairs

• Report out, additional Q&A

• Wrap-up, next steps

Disseminating your research through owned and

earned media

Kevin Anselmo – Director of Public Relations, Duke University Fuqua School of

Business

THE PR MIX

$$$

Paid Media

Earned Media

Owned Media

DISSEMINATING YOUR RESEARCH

$$$

Paid Media

Earned Media

Owned Media

EARNED MEDIA DISSEMINATION

Earned Media

Content

Press releases

News Tips

Op Ed pitches /

syndications

Responding to journalist

requests

Editorial calendar pitches

Travels

OWNED MEDIA DISSEMINATION

Owned Media

Content

Podcasts / video

School blog / web

site

Personal blog

School social media

accounts

School newsletter

Personal social media

account

CASE STUDY – THE CMO SURVEY

Professor Christine Moorman

CASE STUDY – THE CMO SURVEY

Earned media

Forbes BlogTraditional media

relations – coverage in Fast Company

CASE STUDY – THE CMO SURVEY

Earned media

Blogger / social media relations

CASE STUDY – THE CMO SURVEY

Owned Media

Fuqua thought leadership newsletter –

distribution approx. 200,000

CASE STUDY – THE CMO SURVEY

Owned Media

Fuqua YouTube Channel – over 1,000

unique views.

CASE STUDY – THE CMO SURVEY

Owned Media

Fuqua Twitter account = 7,000 + followers

Fuqua Facebook account = 7,000 + followers

CASE STUDY – THE CMO SURVEY

Owned Media

Christine Moorman personal Twitter account =

1,000 + followers

CASE STUDY – THE CMO SURVEY

Owned Media

Personal blog

Big picture guiding principles

• It is not about you – but how your research / analysis can help the journalist / your owned audience.

• Simplify, simplify, simplify – “translate” your research for the average lay person. This is the value of university communications offices / external support.

• Commitment and time required – but huge potential in ROI.

• In most cases, an article just online is better than an article only in print.

• Have fun and learn in the process!