disseminating academic research through owned and earned media
DESCRIPTION
Academics have the potential to reach global audiences through both owned and earned media.TRANSCRIPT
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!