1. Making Your Own Media:
How to Create and Execute a Strategic Media Relations Plan
Jackie Reau
2. Making Your Own Media
About Game Day Communications
•Founded in 2002 by former ESPN Anchor Betsy Ross and Jackie
Reau as a sports & entertainment communications firm
•Capabilities include: strategic communications, media
relations, event marketing, social media strategies and sports
fan research
•Clients include: Akron Marathon, Cincinnati Ballet, Cincinnati
Flying Pig Marathon, NASC, University of Cincinnati, Western &
Southern Open, among others
4. Making Your Own Media
#1: Conduct a Media Consumption Study
Traditional Media
•TV, Newspaper, Magazines, Radio, internet sites
•Frequency of use (daily, monthly, etc.)
Social Media
•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications
•Frequency of use, frequency in sharing/posting content (shared or original content)
Search Engine Usage
•How do they use search engines, which ones do they use,
Information on Your Industry/Company
•Intent to purchase, motivation to attend, competitive questions
Demographics
•Age, Sex, Race, Education, Zip Code/Community of Residence
Psychographics
•Based on your industry, i.e. smart phone ownership, top three hobbies
5. Making Your Own Media
#2: Conduct a Content Audit
Review the content you created over the last year using the worksheet
•Analyze Google or website analytics from 2011.
•How many blog posts did you write/share on your website?
•Did you write any case studies or white papers on your industry?
•How many e-mail blasts did you send to current clients and prospects?
•Did some content from your Facebook get shared or liked? If so, what was the content?
•Did you get re-tweeted? If so, what was the nature of the content?
6. Making Your Own Media
Align Efforts with your Customer’s Buying Cycle
8. Making Your Own Media
#3: Create an Editorial Schedule
•Record your editorial plans on a Google calendar or spreadsheet
•Plan for six months to one year based on your research
•Theme your content based on the buying cycle and your customer’s needs
•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sure
you are reaching all of your personas
•Tag your content with your SEO keywords on a consistent basis
•Always think like a reporter and encourage your colleagues to do so
•Repurpose content: i.e. use snippets from a white paper on Twitter
10. Making Your Own Media
#1: Download Your Local Media Apps,
Share Photos/News
11. Making Your Own Media
#2: Monitor Social Media Conversations
and Engage: Free
12. Making Your Own Media
#2: Monitor Social Media Conversations
and Engage: Paid
13. Making Your Own Media
#3: Build a Social Media Team to Create Content
14. Making Your Own Media
#4: Bank Content as You See It, Share It Later
15. Making Your Own Media
#5: Repurpose Content for Websites, Social Media
16. Making Your Own Media
#6: Pack Your Camera & Video Camera with You
17. Making Your Own Media
#7: Create Annual or Seasonal Features
18. Making Your Own Media
#8: Conduct Original Research and Share It
19. Making Your Own Media
#9: Look Beyond Your Industry for Content
20. Making Your Own Media
#10: Stay Current with Trends and
Educate Your Community
21. Making Your Own Media
Jackie Reau
Game Day Communications
jreau@gamedaypr.com
Twitter: @gamedayjreau
Linkedin: @jackiereau
Facebook: @jackiereau
700 West Pete Rose Way
Cincinnati, Ohio 45203
(513) 929-4263
Notas del editor
Who are your ideal customers and prospects? What are their biggest concerns and how can you create content to be a resource for them? Where are they consuming media and what content do they need? Not all consumers are the same. Think about them in personas as you create content: Mary the working mom of two or Bob the busy small business owner.
Using a tool such as Google docs, create an e-survey to understand media consumption habits among your current customers. Show Oxford PT as an example. https://docs.google.com/spreadsheet/gform?key=0Ag_MDItjKQ6KdEhDYmR5a1JoaG5pTlVXMVBmNHEteXc&hl=en_US&gridId=0#chart
Use an aggregator such as Flipboard to read news from various industries, share content based on your community’s interests.
Using a free tool like HootSuite, you can monitor social media conversation around brand names and/or topics.
Using a tool like Meltwater, you can monitor social media conversation around brand names and/or topics.
A team approach fosters content with fresh voices and content from various areas of the business.
Use special events, board meetings to capture video of your organization’s leadership. Bank it for later posts on social media.
With this note, we conducted a competitive analysis on how College Bowl Games used social media to engage fans. We produced a blog post and shared it on our Facebook fan page.
Use social media to follow people of common interests who are influencers. Develop relationships with these influencers through social media engagement.
