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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!