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AGENDA
• Intro/Overview
• Panellists
– Brand and Media Strategy
– Examples
– Creating Top Practitioner Articles
– Turning Thought Leadership into Successful Books
• Q&A
• Your turn…individually and in pairs
• Report out, additional Q&A
• Wrap-up, next steps
Disseminating your research
through owned and earned
media
Kevin Anselmo – Director of Public
Relations, Duke University Fuqua School of
Business
THE PR MIX
$$$
Paid
Media
Earned
Media
Owned
Media
DISSEMINATING YOUR RESEARCH
$$$
Paid
Media
Earned
Media
Owned
Media
EARNED MEDIA DISSEMINATION
Earned
Media
Content
Press
releases
News Tips
Op Ed
pitches /
syndications
Responding
to journalist
requests
Editorial
calendar
pitches
Travels
OWNED MEDIA DISSEMINATION
Owned
Media
Content
Podcasts /
video
School
blog / web
site
Personal
blog
School
social media
accounts
School
newsletter
Personal
social media
account
CASE STUDY – THE CMO SURVEY
Professor Christine Moorman
CASE STUDY – THE CMO SURVEY
Earned media
Forbes Blog
Traditional media
relations – coverage in
Fast Company
CASE STUDY – THE CMO SURVEY
Earned media
Blogger / social media relations
CASE STUDY – THE CMO SURVEY
Owned
Media
Fuqua thought
leadership newsletter –
distribution approx.
200,000
CASE STUDY – THE CMO SURVEY
Owned
Media
Fuqua YouTube
Channel – over 1,000
unique views.
CASE STUDY – THE CMO SURVEY
Owned
Media
Fuqua Twitter account
= 7,000 + followers
Fuqua Facebook account
= 7,000 + followers
CASE STUDY – THE CMO SURVEY
Owned
Media
Christine Moorman
personal Twitter account =
1,000 + followers
CASE STUDY – THE CMO SURVEY
Owned
Media
Personal blog
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!

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