In this episode of Dialogue That Sparks, we discuss building trust for brands and thought-leaders through earned media and earned engagement.
3 min view time
We think about “earned” as going beyond “earned media” or PR.
Earned is content so compelling, our target choosesto consume it, whether it's on your website or social media or in real life walking past a trade show booth.
Earning interest takes a PR mindset because it’s not just pushing marketing messages out there. It's pulling people in with content is built around what they want to see and hear vs. what you want to say.
A PR mindset is a storytelling mindset. It always starts by listening. How can I best serve you? What do you need?
The story is not where the transaction happens: the story transcends the transaction.
The story is where we get your attention, get a share of your mind, get a reaction, start a dialogue. It’s where the relationship begins. Once you've earned their interest and they're engaging with you, then you can start to get some of your messages across.
It can take some time before you get to the transaction. It’s often said it can take up to seven interactions before someone considers a purchase action. Working with journalists to secure PR coverage can take months. Engaging directly with stakeholders can similarly take months of social media engagement and repeated welcomed interactions.
Who Are The Dialogue That Sparks Ladies?
Nora DePalma, Lisa Lilienthal, and Cyndy Cecil-Bragg are seasoned marketers with complementary skill sets. Nora is skilled at digital marketing, goal-setting, and measurement; Lisa is skilled at executive thought leadership and earned media; and Cyndy is an award-winning TV producer with credits that include work for ABC, Discovery, TLC, Animal Planet, E!, and Turner.