Earned Media > Owned Media

Earned Media is King

Earned Media > Owned Media

I found this diagram to be extremely interesting and relevant to the topic of this week's homework assignment. It proves that the internet and social media have changed the game of PR. Companies that focus on traditional measurements of PR like newspapers, radio, TV and magazines are not considering the importance of digital (and sometimes free) PR. Conversations are happening about their company weather they are a part of them or not. It is up to them to take advantage of these conversations by engaging the consumer and even starting conversations of their own. Scott says that focusing on traditional media does not capture the value of sharing (183). With the right knowledge and internet presence, a brand could receive a ton of free PR.
The trick is to understand the buyer. When you understand your buyer, you know what language they use. Not only will this help you shape your language when you communicate with them, but it will also help with SEO strategies (Scott, 170). Understanding the buyer helps to shape the tone of your content to be sure you are posting stuff they actually want to read. If they get what they want out of your content and enjoy it, they are very likely to share it via social media or word-of-mouth. 

Scott also suggests to create an online newsroom. This makes reaching out to the media a heck of a lot easier. An online newsroom is a section on the website where a company would post news releases, videos, photos or general info about the organization. And the best part about it is that you have complete control over the content. Not any outside department, you. This makes the posting process a lot quicker and allows for more freedom with content (Scott, 327). 


Basically, PR peps should be thanking their lucky stars for the internet and the value it has placed on sharing information.



Are you sick of having to warm your car up in the morning 30 minuets before you leave? Are you sick of having to wear layer on layer just to get your mail? Are you sick of the snow? WE ARE TOO.

Join the campaign to STOP THE SNOW. We need your help. Mother nature cannot ignore the voice of many. Join the cuase here

How To Respond To:

Positive comments:

First, positive comments are most likely going to be more populous. So, Smart Insights suggests to chose ones that have a large following or are a comment to one of your original posts. The author also says to thank them and engage them in conversation. 


So, in response to a positive comment, I would supply them additional information regarding the topic of their comment. I would also engage them in conversation by asking a question based on the topic. I might also seek out people who are particularly involved in speaking positively about my campaign and reward them by offering them a discount on merchandise (maybe hats and gloves because people who are not fans of winter love being warm) I might have. Or free stuff, because who doesn’t like free stuff. This would ensure them to continue talking about my brand positively on and offline.

Negative comments: 

In 4 steps for responding to an attacker Ellyn Angelotti at Poynter describes that in her second step that you must figure out how and if you want to respond to the negative comment. She suggests to discover the motivation of the attacker to better shape your response and be sure it resolves the conflict the commenter has with your brand.
With the STOP THE SNOW campaign, I can anticipate a number of opponents. One being snow plow companies. With no snow, they have no business. To avoid negative comments from these opponents, it would be best to just establish good relationships with them from the get-go. Because without their service, winters would be even worse. I would do this by creating partnerships with local snow plow companies and advertise their services on my page. I would format posts on my page like, “We will never stop the fight to STOP THE SNOW, but in the meantime make your winter a little less harsh by hiring *insert snow plow company* to plow your driveway or parking lot” in addition to posting contact info for said business.


Additional opponents would be winter sport enthusiasts. I would counter negative comments from these opponents by countering with content about summer sport activity alternatives. I would post about where to get equipment, take classes or recreational areas for the sport. As suggested by Angelotti, I would also follow-up on the conversation offline via email or phone call.

Questions from Media:


First I would be sure to include all of my on and offline contact info for the media. If an individual specifically requests to contact me offline, I might take the initiative to seek out their email or phone number and contact them myself to make their life a little easier. 

How to Pitch to a Blogger:

Pitch to blogger:

First and foremost, I would seek out Michigan blogs and bloggers with similar interests such as weather, summer activities (farming, gardening, camping, traveling), and who write with a similar tone as my content.

Miranda Miller elaborates on this with tips like:


-reference previously published piece
-show understanding of audience