The document discusses strategies for disseminating research through earned media, owned media, and paid media. It provides examples of using press releases, news tips, op-eds, and responding to journalist requests to spread research through earned media. Owned media methods include using the university's blog, social media accounts, newsletter, and personal accounts. A case study highlights how the CMO Survey research spreads through a Forbes blog, Fast Company coverage, blogger outreach, and the university's YouTube channel, newsletter, and researcher's Twitter account. The document stresses that dissemination requires commitment but can have high returns, and to simplify research for lay audiences.

1. Disseminating your research
through owned and earned
media
Kevin Anselmo – Director of Public
Relations, Duke University Fuqua School of
Business

2. THE PR MIX
$$$
Paid
Media
Earned
Media
Owned
Media

3. DISSEMINATING YOUR RESEARCH
$$$
Paid
Media
Earned
Media
Owned
Media

4. EARNED MEDIA DISSEMINATION
Earned
Media
Content
Press
releases
News Tips
Op Ed
pitches /
syndications
Responding
to journalist
requests
Editorial
calendar
pitches
Travels

5. OWNED MEDIA DISSEMINATION
Owned
Media
Content
Podcasts /
video
School
blog / web
site
Personal
blog
School
social media
accounts
School
newsletter
Personal
social media
account

6. CASE STUDY – THE CMO SURVEY
Professor Christine Moorman

7. CASE STUDY – THE CMO SURVEY
Earned media
Forbes Blog
Traditional media
relations – coverage in
Fast Company

8. CASE STUDY – THE CMO SURVEY
Earned media
Blogger / social media relations

9. CASE STUDY – THE CMO SURVEY
Owned
Media
Fuqua thought
leadership newsletter –
distribution approx.
200,000

10. CASE STUDY – THE CMO SURVEY
Owned
Media
Fuqua YouTube
Channel – over 1,000
unique views.

11. CASE STUDY – THE CMO SURVEY
Owned
Media
Fuqua Twitter account
= 7,000 + followers
Fuqua Facebook account
= 7,000 + followers

12. CASE STUDY – THE CMO SURVEY
Owned
Media
Christine Moorman
personal Twitter account =
1,000 + followers

13. CASE STUDY – THE CMO SURVEY
Owned
Media
Personal blog

14. Big picture guiding principles
• It is not about you – but how your research / analysis
can help the journalist / your owned audience.
• Simplify, simplify, simplify – “translate” your research
for the average lay person. This is the value of
university communications offices / external support.
• Commitment and time required – but huge potential in
ROI.
• In most cases, an article just online is better than an
article only in print.
• Have fun and learn in the process!