Chapter 1: Introduction to Earned Media

Question 1

Earned media

Answer 1

refers to publicity gained through promotional efforts other than paid media advertising

Question 2

Types of earned media

Answer 2

-User-generated content
-Publicity
-review sites
-recommendations
-media coverage

Question 3

company narrative & its role in creating earned media opportunities

Answer 3

-says who you are as a company, where you have been, where you are, and where you are going

Question 4

importance of storytelling

Answer 4

-connects the heart to the head
-inspiration to share your story
-value added to the discussion
-audience is empowered to control the conversation
-timely and relevant