As the media landscape diversifies consumers are getting product information from a variety of sources. Some are traditional news sources like newspaper or TV but specialty and peer sources are becoming more influential. How influential? In the traditional world of public relations, unbiased, third-party endorsement was said to be three to seven times more valuable than paid advertising. Now with analytics tracking we can even be more specific in our goals.

In the new web 2.0 landscape, public relations dovetails directly into the world of social media. Earned media can come from a variety of sources: professional news sources, specialty blogs, user-generated social media sites. The new goal is to use influencer media to promote a product. Then push customers to social media to engage in a dialogue about the product benefits. The double whammy of product promotion by a credible source followed by peer engagement produces increased likelihood for purchase.

Merrick Towle knows a public relations earned media strategy is more than a “one release” method. It requires ongoing partnerships with the media to introduce the client or project and educate them. Marketers need to be able to tell a compelling story about their product and engage consumers to build loyalty.

In previous posts we discuss the importance of identifying a strategy and a goal for the earned media campaign. At Merrick Towle, the steps to accomplish this successfully include:

• Identify the business opportunity or challenge the campaign should address. The more specific the better.
• Set a public relations goal. The more quantifiable the better (product awareness, event attendance, friend building, relationship management, sales conversion)
• Formulate marketing strategy, creative campaign and messaging to reach the audience
• Implement proper consumer engagement and media plan tactics
• Monitor the progress through analytics tracking and adjust accordingly

Success in public relations can be determined in a myriad of fashions. The goal may be a huge corporate profile in a major trade publication. Or it might mean 20 event mentions in various area blogs. Visit our website to see how Merrick Towle executed a social media program for one of our clients. More details on the Allegro Apartments campaign can be found on our blog.

by Amy Weedon, Account Planner, aweedon@merricktowle.com