How do earned media and social media play into your event strategy? We have local PR and messaging expert, Kristi Piehl, founder and CEO of Media Minefield, on the the show to discuss the benefits of both! She’s also going to talk about how COVID-19 updates should be messaged from our industry’s standpoint.
What is earned media?
Earned media is media exposure that you didn’t pay for. It includes TV, radio and podcast interviews, plus print and online articles featuring you, your brand or your product.
Why should events utilize earned media?
Earned media can help drive awareness for an event or bolster ticket sales. Studies show consumers trust earned media more than paid media, so if you have an important message, earned media is a great way to share it. It also helps boost Google search results for your event. If someone is going to search for your event on the internet, it’s great to be able to fill that entire first page with content relating specifically to your event.
When should people seek out earned media opportunities for their event?
It depends on the type of media you’re looking for and the type of event. We’ve worked with some public events as far as a year out. We focused on different aspects of the event, specifically targeting certain media outlets at different times throughout the year. As a former journalist, I would say, at a minimum, you should be seeking out earned media opportunities a month before the event.
How does social media work with an event’s earned media?
Having a positive online presence is vital. People research events, performers and speakers online before they make any buying decisions. Reporters will also research events before deciding to do a story about it. Also, an earned media interview might only last a few minutes, but it can live online forever and spread your messaging to the world on Facebook, Twitter, LinkedIn and Instagram. It’s important to keep a social media platform active even in the months when the event is not actively being planned.
Coronavirus is certainly top of mind. How should events be messaging updates related to the outbreak?
Your language must be chosen carefully. Don’t scare people, but also don’t downplay the situation. There needs to be a balance between concern for safety and business as usual. I recently wrote a blog with my five tips for messaging coronavirus updates.