Spin Sucks - Earned Media Flashcards
To consolidate understanding of the role of earned media within the PESO model
Why is it important to have owned content before placing earned content
So that you can link to it in your placements
Why is it preferable to use google for creating custom media lists
Because the PESO model requires a more targeted approach
How does searching main topic/subtopics on google help to build media lists
By searching for particular search terms, we can see who is already covering the topic and therefore might be interested
What kind of things can we pitch our shortlist
Contributed content, opinion, expert sources, interviews
What is the benefit of tracking the number of times an outlet appears in research
Helps to to prioritise which publications to target first
How do we validate the outlets and blogs within initial media list
Add DA to each of the publications, rank publications according to highest DA, then rank those with the same decile according to how many times they appeared
What is SEO
The practice of getting quality links to your website
Why is it important to get links?
Google algorithm ranks authoratitive sites based on several factors. The single biggest factor is links from authoritative sources - quality and quantity.
How do we get publications to include links.
Media relations - ask the journalists
What is the golden rule for SEO dominance
Create the very best content on the web
Why do PR pros have an advantage in getting links
They know how to pitch editors
