Time continues to reinforce that it is the most valuable asset. Increasing tangible outcomes is incumbent on all forms of marketing, the traditionally intangible marketing tool of PR & Earned Media is especially feeling this crunch. This reality is only exacerbated by the Pandemic, not created by it.
Why can’t there be a roadmap to PR & Earned Media success that can be applied regardless of situation/challenge? A tool that builds the professional confidence and capabilities of your team by empowering them for current and future success.
“During the pandemic, we were able to meaningfully tell our company story and build the Brand reputation because of the resource at our fingertips (EME2S),” said Aisha Fletcher Director of Communications & PR Brinker International/Chili's. “It felt easy because we already did the homework; removing layers of ‘perceived work.’ This made our most impactful external communications work feel like some of our easiest.”
These solutions do exist. They can be applied universally and are all built with embedding the solution within your team; they provide:
Every Earned Media outcome a Brand can conjure has tangible Earned Media Equation 2 Success (EME2S) for generating valuable Third Party Endorsements
Everything needed for success is already within your teams
This EME2S can be applied to any and all assets and/or media targets; in perpetuity
As with all of our discussions, the paths to success lie within understanding and approaching like a reporter; that’s where the EME2S journey begins. It is perplexing how few know the names of the 3-5 top reporters in their industry, let alone where they work nor what their recent tonality of coverage is. These are more than reporters; they are the gatekeepers to Brand success. Our Teams need to be openly discussing the intricacies of their recent coverage like they do the Brand initiatives they are supporting.
The reality is every industry has many top tier reporters (consumer, business and trade press) that are all differentiated in some way; understanding these nuances between each is to know where to go (or not go). This makes mapping new Brand assets a reactive exercise that becomes as instinctual as riding a bike.
Good news, every challenge brings with it an opportunity. We proved that our Teams can be efficient in an entirely remote work environment. We also discovered that we can accomplish more with less, by reevaluating our approach; addition by consolidation and/or attrition.
Our Media targets are dealing with identical challenges, providing a double-edged sword of opportunity for Brand Marketers to capitalize on. Building PR approaches from the foundation of the target’s coverage, enables any outcome to be achieved.
Attention to detail is the best way to respect everyone’s time; improving outcomes for all. Want to learn how you can “Control the Controllables?”