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The Guide to earned media : how to use PR strategies to enhance your brand / Annie Pace Scranton

By: Scranton, Annie Pace [author]Material type: Text

TextPublication details: London : Kogan Page, c2023Description: x, 167 pages ; 24 cmISBN: 9781398611054Subject(s): BRANDING (MARKETING) | PUBLIC RELATIONSLOC classification: HF 5415.1255 .S37 2023

Contents:

Introduction -- 01 PR and Successful Branding -- So, What Exactly Is PR? -- Branding 101 -- Figuring Out Your Personal Brand -- Maintaining Your Personal Brand -- Branding For a Company/Organization -- Writing a Mission Statement -- How Does This Connect to PR? -- 02 The Three Spheres of Influence in Media -- Print -- Digital -- Broadcast -- Summary -- 03 Origin Story -- Creating the Origin Story -- Media Training -- 04 Setting Goals -- Why Do We Need PR? -- What Are We Trying to Accomplish? Who Are We Trying to Reach? -- Agendas and Reporting -- Social Media -- The Importance of Goals -- 05 The Brand's Elevator Pitch -- 06 Thought Leadership -- The Most Common Types of Thought Leaders -- Other Examples of Thought Leaders -- Owned Media -- Earned Media -- Podcasting -- Video -- Summary -- 07 Pitching to Print Media -- Research the Print and Digital Outlets That Make Sense for You -- Research Who You Are Pitching To -- Constructing the Pitch Email -- The Follow-Up -- Setting Up the Interview -- Summary -- 08 Pitching to Broadcast Media -- Steps to Take Before Pitching Media Training -- Setting Up the Media Training -- Summary -- 09 Securing Speaking Engagements -- Booking Speaking Events and Conferences -- Conclusion -- Acknowledgments -- Notes -- Index.

Summary: Integrate media outreach into your overall strategy by breaking down the process of developing various kinds of pitches, approaching different media outlets and engaging in thought leadership tactics.

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex	National University - Manila	Communication	General Circulation	GC HF 5415.1255 .S37 2023 (Browse shelf (Opens below))	c.1	Available		NULIB000019675

Introduction --
01 PR and Successful Branding --
So, What Exactly Is PR? --
Branding 101 --
Figuring Out Your Personal Brand --
Maintaining Your Personal Brand --
Branding For a Company/Organization --
Writing a Mission Statement --
How Does This Connect to PR? --
02 The Three Spheres of Influence in Media --
Print --
Digital --
Broadcast --
Summary --
03 Origin Story --
Creating the Origin Story --
Media Training --
04 Setting Goals --
Why Do We Need PR? --
What Are We Trying to Accomplish? Who Are We Trying to Reach? --
Agendas and Reporting --
Social Media --
The Importance of Goals --
05 The Brand's Elevator Pitch --
06 Thought Leadership --
The Most Common Types of Thought Leaders --
Other Examples of Thought Leaders --
Owned Media --
Earned Media --
Podcasting --
Video --
Summary --
07 Pitching to Print Media --
Research the Print and Digital Outlets That Make Sense for You --
Research Who You Are Pitching To --
Constructing the Pitch Email --
The Follow-Up --
Setting Up the Interview --
Summary --
08 Pitching to Broadcast Media --
Steps to Take Before Pitching Media Training --
Setting Up the Media Training --
Summary --
09 Securing Speaking Engagements --
Booking Speaking Events and Conferences --
Conclusion --
Acknowledgments --
Notes --
Index.

Integrate media outreach into your overall strategy by breaking down the process of developing various kinds of pitches, approaching different media outlets and engaging in thought leadership tactics.

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