From the course: Public Relations Foundations
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Using a media mix to get attention
From the course: Public Relations Foundations
Using a media mix to get attention
- A 2013 study by Microsoft pointed out that highly digitized consumers basically have the attention of a goldfish. That's about eight seconds. To stand out today and to have a greater impact, offer different types of media experiences. Let's start off first with earned media because that's familiar territory. Earned media can be editorial coverage in print, or online in reviews and ratings, or it could be your comments from your customers, or coverage in the form of a blog post. When someone else talks about your brand, product, or service, it carries so much more weight than when you try to convince somebody of your worth. Earned media serves a very specific purpose. It gives a brand trust and credibility. The next type of media is owned media. Owned media can be in the form of website content, blog articles, posts on social media channels, or videos. Owned media is still a controlled type of story, and includes a variety of content to raise audience interest. PR professionals are…
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