September 10, 2014
An earned media plan is meant to do wonders for the strategy you’re implementing. Rather than scrambling, or kicking yourself later for not covering your bases, you’ll have a good idea of what you’re going to accomplish and how to get there.
How your plan comes together
At the end of the day, earned media is all about knowing how to keep people talking.
If you have an event coming up, or you’re rolling out a new campaign, make sure word’s getting out through a range of channels. You can have people buzzing if you attract local news, on and offline, to what you’re doing, and also through social media, radio and in print.
The way to get their attention? Make sure what you’re offering is fresh, giving them incentive to cover it because it’s of interest to their audience. This involves some creative pitching, so if that isn’t your forte, I’d recommend bringing in someone else to draft ideas.
You should also be contacting your influencers, who will pass on what you’re up to to their audience. Your team of influencers should be made up of people in your industry who set trends, get people talking, or are looked to as a leader whose opinions are trusted. Influencers are a great way to get the attention of the audience you’re looking to target. They’re effective because they’ve already built up an audience that you want access to, sometimes people that you’re not always able to reach as effectively as they can.
To keep things running smoothly, it’s important to delegate the tasks at hand. If you’re sending out a press release, who’s in charge of the writing? Is there someone who’s in charge of signing off on the decisions being made? Who is it and can your team get in touch with them in an efficient manner?
The point of crafting your earned media plan is to make sure everything runs smoothly. If you play to the strengths of your team, while acknowledging weaknesses, you can pull it off with great results. Even if you’re not-so-great at getting organized, having a plan is perfect for keeping you on track.