Earned Media Hub Strategy is the Social Media Fix for PR!

Last week I pulled an article from the ShiftPR Blog that declared that Social Media Broke PR.Well I read the report and understand better. Very quickly, I want to let you know that there is a fix for this very real problem. Simply put, it's Earned Media Hub Strategy. The schematic above is a visual representation of the strategy.

In the old days exposure was based on 'pitching' or selling your story/ad to media gatekeepers. I'ave mentioned before that new media is democratizing our media and it certainly has an impact on pre-internet publicity strategies focused on placing your client,product, campaign or new idea in front of the right people in a trusted media outlet. The major media was a small group and social media's popularity means anyone can be a publisher and anyone is! The man at Starbucks sitting in front of you could be more influential to you than an LA Times reporter in this new media era. In this era, earned media is key ( i.e, the new gatekeeper.)

Here is the strategy aimed at generating as much core social media behavior (voting, engaging and sharing) as possible to grow your audience and reach exponentially.

1. Research what content is appealing and compelling(Shift PR uses: Google Trends, Google+ Explore, trending topics on Twitter.)
2. Figure out your messaging and leverage it to intersect with your research and your objective.
3. Get creative not only about content, but angle, design and approach. 
4. Analyze each attempt, approach and revise, refocus and repeat again! (Shift PR recommends handing this off to marketing, but in my office that's me too!)

Now this is a really abbreviated version of the report. Click Here for a link to download and read the full report for yourself!