Part 2: How to make the media own your owned content
In the previous part of my blog I discussed the importance of owned media and why we need to take a tailored approach to the media to guarantee its success. Now I would like focus on four methods for effectively placing owned media:
- Attract: Using digital marketing tools and our own blog and social media content, we optimise SEO so we can be ‘found’ during the media’s research process. We need to use Google to our advantage to heighten this effect.
- Convert: This is when long-tail content is brought into play. We’ve now attracted our media and we need to retain them. We include targeted content that applies to the individual we’re dealing with, avoid blanket greetings, and share relevant information. This allows us to generate a loyal network of media contacts who recall our communication with ease.
- Close: This process is easier now that we’ve learnt more about our media. By this stage, we’ve understood whether they’re interested in what we have to offer and we can tailor our approach, using their preferred method of communication to turn them into publishers. We must proceed with caution because, as always, it’s about being at the right place at the right time and sharing the right content. We don’t want to lose them now that we’re so close to crossing the finish line.
- Delight: Build on the last three methods and retain your loyal publishers – it’s time to offer incentives to the individual while also maintaining the learning curve. In work, much as in real life, you can never truly know somebody. It’s at this stage where you utilise all the tools at your disposal to learn what they talk about, what their online personalities are like, and most importantly, what more we can do to make their work life easier.
Much like the economic principal of ‘Push and Pull’, our industry rotates on the same axis. We need to push our clients to be more authentic and push for acceptance of out-of-the-box ideas, while pulling in our media contacts to transform them into repeat publishers.
Riya Vatnani is Senior Account Executive at Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the MENA. |www.cbpr.me