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<p>In the world of modern communications, the PESO Model stands as a beacon for integrated strategies. </p><p>While many assume that paid media is the starting point, the true foundation lies in owned media. </p><p>When combined with earned media, this approach can significantly boost your expertise and search engine visibility.</p><h3>The Owned Media Foundation</h3><p>Owned media serves as the cornerstone of your communications efforts. It's the content you create and control, providing the basis for:</p><ul><li>Social media sharing</li><li>Paid amplification</li><li>Credibility-building through earned media</li></ul><h3>Integrating Owned and Earned Media</h3><p>The real magic happens when you seamlessly blend owned and earned media.&nbsp;</p><p>This integration builds authority both online and offline, enhancing your overall communications strategy.</p><h3>Keyword Focus: A Strategic Approach</h3><ol><li>Choose a single keyword to focus on (e.g., "PR metrics")</li><li>Brainstorm topic ideas around this keyword</li><li>Divide your list:&nbsp; &nbsp;- Topics for your own website/blog<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;- Topics for contributed content (earned media)</li></ol><p>This approach allows you to:</p><ul><li>Concentrate efforts on one topic at a time</li><li>Strategically use earned media to boost your owned content</li></ul><h3>The Power of Backlinks</h3><p>By contributing content to high-authority sites, you can earn valuable backlinks to your keyword-focused content. This strategy:</p><ul><li>Improves your search engine rankings</li><li>Establishes your expertise in the eyes of Google</li></ul><h3>Real-World Example: PR Metrics</h3><p>A Google search for "PR metrics" demonstrates the effectiveness of this strategy:</p><ul><li>Spin Sucks appears on the first page of results</li><li>The topic has become a daily discussion in their community</li><li>They've encouraged others to write about it, expanding the conversation</li></ul><h3>Balancing Owned and Contributed Content</h3><p>While it might be tempting to keep all your content on your own platforms, a balanced approach is crucial:</p><ol><li>Maintain strong content on your website</li><li>Provide contributed content to targeted media outlets and blogs</li><li>Leverage journalist and blogger relationships to earn backlinks</li></ol><p>This strategy ensures you're not only creating valuable content but also gaining external validation and improved search visibility.</p><p>By strategically integrating owned and earned media, you create a powerful foundation for your PESO Model program, driving authority, visibility, and engagement across multiple channels.</p><p><br data-mce-bogus="1"></p><p><em>To learn more about Middle Media Agency, please visit <a href="https://middlemedia.agency/services">https://middlemedia.agency/services﻿</a></em></p>

Harnessing the Power of Owned and Earned Media: A Strategic Approach

<p>As someone who has transitioned from aspiring sportswriter to PR professional, you’ve likely encountered the nuanced differences between journalistic and PR writing.&nbsp;</p><p>While both fields share a foundation in effective communication, they diverge in crucial ways that require your adaptability.</p><p>Let’s explore these distinctions and how you can master them.</p><h3>Content Focus: Facts vs. Promotion</h3><p>In journalism, your primary role is to report objective facts. You gather information, conduct interviews, and present unbiased accounts of events.&nbsp;</p><p>In contrast, PR writing allows for more subjectivity; here, you adopt the client’s voice to promote their brand or products.</p><p>Consider this comparison:</p><table style="border-collapse: collapse; width: 100%;" border="1" data-mce-selected="1" data-mce-style="border-collapse: collapse; width: 100%;"><tbody><tr><td style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;" data-mce-style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;"><strong>Journalism</strong><br></td><td style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;" data-mce-style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;"><strong>Public Relations</strong></td></tr><tr><td style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;" data-mce-style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;">Reports facts neutrally</td><td style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;" data-mce-style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;">Promotes the client's perspective</td></tr><tr><td style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;" data-mce-style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;">Avoids subjective language</td><td style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;" data-mce-style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;">May use phrases like "proud to announce"</td></tr><tr><td style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;" data-mce-style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;">Quotes are verbatim</td><td style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;" data-mce-style="width: 50%; background-color: #ced4d9; border-color: #000000; border-style: solid;">May craft quotes for client approval</td></tr></tbody></table><p>To adapt effectively, study press releases alongside news articles covering the same topic. This will help you see the shift from promotional language to objective reporting.</p><h3>Diverse Writing Formats</h3><p>While you may primarily focus on news articles as a journalist, PR professionals engage in a broader range of writing tasks:</p><ul style="list-style-type: square;" data-mce-style="list-style-type: square;"><li>Press releases</li><li>Media pitches</li><li>Bylined articles</li><li>Blog posts</li><li>Op-eds</li></ul><p>Each format requires a different approach and voice. In journalism, you maintain your own neutral tone.&nbsp;</p><p>However, in PR, you need to adapt to your client’s voice—especially when crafting bylined articles that represent a client executive’s viewpoint.</p><h3>The Editorial Process</h3><p>In journalism, your writing typically follows a straightforward editorial path: you submit your work to editors for review and publication.&nbsp;</p><p>In PR, however, your client becomes the editor. This shift means you need to:</p><ul style="list-style-type: circle;" data-mce-style="list-style-type: circle;"><li>Ensure content aligns with brand guidelines</li><li>Accurately reflect the client’s message</li><li>Work within predetermined messaging frameworks</li></ul><p><br>While this may seem restrictive, it challenges you to be creative within established boundaries.</p><h3>Simplicity in PR Writing</h3><p>Feature journalists often use flowery language or elaborate descriptions to engage readers.&nbsp;</p><p>In contrast, PR writing—especially in press releases—demands simplicity and clarity.&nbsp;</p><p>Your goal is to convey information efficiently without distracting from the main point.&nbsp;</p><p>This approach allows journalists to easily extract key information for their articles.</p><h3>Pitching: Writing To Journalists</h3><p>A unique aspect of PR writing involves crafting pitches directly to journalists. These communications require a distinct style:</p><ul><li>Be concise and punchy</li><li>Boil down the essence of the story</li><li>Use eye-catching subject lines</li></ul><p>Given the volume of pitches journalists receive daily, standing out is crucial.</p><h3>Adapting and Improving</h3><p>As you transition between journalism and PR, adaptation is key. Here’s a practical exercise to hone your skills:</p><ol><li>Review your earliest PR writings.</li><li>Attempt to trim and refine them.</li><li>Compare your edits to the originals.</li><li>Reflect on the improvements and lessons learned.</li></ol><p>This exercise, along with allowing your copy to “rest” before final review, can significantly enhance your writing in either field.</p><p>In conclusion, while journalism and PR share a foundation in effective communication, they require distinct approaches.&nbsp;</p><p>By understanding these differences and practicing adaptability, you’ll set yourself up for success in either arena.</p><p><br></p><p><em>To learn more about Middle Media Agency, please visit <a href="https://middlemedia.agency/services" data-mce-href="https://middlemedia.agency/services">https://middlemedia.agency/services</a></em></p>

Writing For Journalism And PR: Navigating The Divide

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<p>In the ever-evolving landscape of digital media, a curious phenomenon has emerged:&nbsp;</p><p>the rise of the paywall.&nbsp;</p><p>While these digital barriers have become a lifeline for many publications, they've created a unique challenge for PR professionals.&nbsp;</p><p>Let's dive into the world of paywalls and explore their impact on earned media.</p><h3>The Paywall Proliferation</h3><p>Over the past decade, paywalls have become ubiquitous in the media industry.&nbsp;</p><p>According to Wired, a staggering 76% of American newspapers employed paywalls in 2019, up from 60% just two years prior.&nbsp;</p><p>This trend isn't limited to traditional news outlets; it's pervasive across various industries, including trade publications like AdWeek and PRWeek.</p><h3>The SEO Conundrum</h3><p>PR veteran Gini Dietrich recently made a compelling case for the power of earned media, stating, "...that single placement in Forbes, The New York Times, or the Dallas Morning News could have a greater effect on your search position than all the efforts of your SEO firm during the past 10 years."</p><p>While this may be true from an SEO perspective, it raises a critical question: What good is improved search visibility if most people can't access the content?</p><h3>A Tale of Two Cities (and Millions of Locked-Out Readers)</h3><p>Let's consider the Dallas Morning News as an example:</p><ul><li>At the end of 2019, it had just over 35,000 paid digital subscribers.</li><li>The Dallas-Fort Worth area has a population of 6.3 MILLION.</li><li>Less than 1% of the DFW area subscribes to the paper!</li></ul><p>This means that when your company lands a coveted placement, the vast majority of potential readers will be met with a paywall after a few free articles.</p><h3>The Subscription Saturation Point</h3><p>While Americans are willing to pay for entertainment (an average of $29 a month for 3.4 streaming services), the appetite for news subscriptions appears much smaller:</p><ul><li>The New York Times subscription costs $17.99 a month.</li><li>The Denver Post charges $14.99 monthly.</li></ul><p>Even the New York Times, the titan of paywalls, boasts just 6.3 million subscribers—a mere 2% of the U.S. population.</p><h3>The Uncomfortable Question</h3><p>So, we must ask ourselves: What good is a media placement if 98-99% of potential readers are greeted with a "Subscribe now" message instead of your carefully crafted story?</p><h3>Rethinking Earned Media in the Paywall Era</h3><p>This doesn't mean earned media is obsolete. However, it does require a shift in how we approach and value these placements:</p><ol><li>Quality over Quantity: Focus on outlets where your target audience is more likely to have subscriptions.</li><li>Leverage Snippets: Work with journalists to ensure key points are visible in the free preview.</li><li>Diversify Placements: Balance paywalled placements with open-access outlets.</li><li>Content Repurposing: Create owned content that references and expands on paywalled placements.</li></ol><h3>Conclusion</h3><p>The paywall paradox presents a unique challenge for PR professionals. </p><p>While earned media in prestigious publications can boost SEO and credibility, its reach is increasingly limited.&nbsp;</p><p>As we navigate this new landscape, it's crucial to adapt our strategies, ensuring that our clients' stories don't just rank well in search results, but actually reach and resonate with their intended audiences.</p><p><br data-mce-bogus="1"></p><p><em>To learn more about Middle Media Agency, please visit <a href="https://middlemedia.agency/services">https://middlemedia.agency/services</a></em><em></em></p>

The Paywall Paradox: When Earned Media Hits a Wall

<p>In today's digital age, the media landscape has become a complex web of traditional journalism, partisan outlets, and misinformation. </p><p>As PR professionals, our role in guiding clients through this maze has never been more crucial. </p><p>Let's explore how we can effectively navigate these choppy waters.</p><h3>The Evolving Face of "Bad Press"</h3><p>Gone are the days when "bad press" simply meant negative coverage in reputable outlets. Today, it can include:</p><ul><li>Highly politicized attacks from low-quality sources</li><li>Unwarranted criticism stemming from a company's positive initiatives</li><li>Unwanted association with polarizing content</li></ul><p>For instance, Pizza Hut recently faced backlash from right-wing outlets over its education-supporting programs, while Hobby Lobby intentionally entered the political fray with its religious advocacy.</p><h3>Understanding the Media Ecosystem</h3><p>To effectively manage these situations, PR professionals must:</p><ul><li>Utilize tools to assess the reliability and bias of news sources</li><li>Monitor media mentions across the spectrum</li><li>Tailor responses based on the credibility and reach of the coverage<br></li></ul><h3>The Brand Safety Conundrum</h3><p>A new challenge has emerged: brands being held accountable for ad placements on problematic content. </p><p>This issue affects not only consumer perception but also employee satisfaction.</p><p>Key Considerations:</p><ul><li>Establish internal standards for ad placements</li><li>Ensure congruence between company values and advertising choices</li><li>Anticipate and address potential conflicts proactively</li></ul><h3>Turning Challenges into Opportunities</h3><p>The current media climate presents a unique chance for brands to lead positive change:</p><ol><li>Support Quality Journalism: Initiatives like IAB's News Saves Lives highlight the importance of backing reputable outlets.</li><li>Improve Misinformation and Bias Impact (MBI): Brands can actively work to reduce funding of low-quality sources while supporting credible journalism.</li><li>Enhance Brand Reputation: Taking a stand against misinformation can improve a company's image, similar to DE&amp;I and sustainability efforts.</li></ol><h3>The PR Professional's Pivotal Role</h3><p>As communicators, we are uniquely positioned to:</p><ul><li>Act as liaisons between brands and the press</li><li>Educate clients on the evolving media landscape</li><li>Guide strategic decisions on media engagement and ad placements</li><li>Unlock the potential for brands to combat misinformation</li></ul><p>By embracing these responsibilities, PR professionals can not only protect their clients but also contribute to a healthier media ecosystem.</p><h3>Conclusion</h3><p>In an era where trust in media is at historic lows, PR professionals have the power to shape how brands interact with and influence the news landscape. </p><p>By understanding the nuances of today's media environment and guiding clients towards responsible engagement, we can play a crucial role in combating misinformation and fostering a more informed society.</p><p><br></p><p><em>To learn more about Middle Media Agency, please visit <a href="https://middlemedia.agency/services" data-mce-href="https://middlemedia.agency/services">https://middlemedia.agency/services</a></em></p>

How Communicators Can Help Their Clients Navigate Misinformation and Biased News

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<p>In today's digital age, the news landscape has evolved far beyond traditional press outlets.&nbsp;</p><p>From social media snippets to niche podcasts, consumers now have an unprecedented array of choices for staying informed.&nbsp;</p><p>This diversity offers both opportunities and challenges for audiences and PR professionals alike.</p><h3>The Shifting Sands of News Consumption</h3><p>Recent Pew Research reports paint a vivid picture of how Americans consume news:</p><p>Newspapers: While still crucial, print media has seen a steady decline since the mid-2000s.</p><p>Digital News: The majority of U.S. adults now get at least some news from digital devices.</p><p>Podcasts: A rapidly growing medium, with 42% of Americans aged 12+ listening monthly in 2023.</p><figure id="figure-z1ieb1c3om2ze5etg" class=""><img id="z1ieb1c3om2ze5etg" src="https://cdn.durable.co/blocks/39L1a8zslDcB74LtTwwPVc6puQEgTMKtedinBvBX13Rbaeh5gPX0uo5Ah2J7UIk5.png" alt="news" title="news" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/39L1a8zslDcB74LtTwwPVc6puQEgTMKtedinBvBX13Rbaeh5gPX0uo5Ah2J7UIk5.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Social Media: The New Newsstand</h3><p>Social platforms have become significant news sources:</p><p>50% of U.S. adults get news from social media at least sometimes<br>53% of X (formerly Twitter) users regularly consume news on the platform<br>TikTok is experiencing the fastest growth in news consumption</p><figure id="figure-htlghx5b0em2ze6rgk"><img id="htlghx5b0em2ze6rgk" src="https://cdn.durable.co/blocks/258aVcn2TP0p3NwBCSBuWf2eig61gv1Zov3CA3rhiWPRKHvDIhSJFqENMSCRSVd2.png" alt="" title="" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/258aVcn2TP0p3NwBCSBuWf2eig61gv1Zov3CA3rhiWPRKHvDIhSJFqENMSCRSVd2.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>The Rise of Niche News</h3><p>Beyond mainstream outlets, specialized platforms are gaining traction:</p><ul><li>Industry-specific newsletters</li><li>Independent journalism collectives</li><li>Tailored content for niche interests</li></ul><p>These channels offer depth and perspectives often overlooked by larger publications, fostering a more diverse news ecosystem.</p><h3>Personalization: A Double-Edged Sword</h3><p>Customized news experiences are becoming the norm:</p><ul><li>Tailored alerts and recommendations</li><li>Enhanced user engagement</li><li>Potential for algorithmic bias and echo chambers</li></ul><h3>Credibility in the Age of Misinformation</h3><p>With the proliferation of news sources, fact-checking has never been more critical:</p><ul><li>Increased importance of media literacy</li><li>Rise of dedicated fact-checking organizations</li><li>Need for transparency in news reporting</li></ul><h3>Adapting PR Strategies for a Diverse Landscape</h3><p>For PR professionals, navigating this complex ecosystem requires:</p><ul><li>Data-driven audience analysis</li><li>Platform-specific content strategies</li><li>Flexibility and adaptability</li></ul><figure id="figure-10i9p6rgwtm2zegyy0"><img id="10i9p6rgwtm2zegyy0" src="https://cdn.durable.co/blocks/21O0MIC264d1dWwEXwKZcHt6Xh4ZEbNcA0DqdtILJr7pe2p7Vk4CpMQz3LoapBqH.png" alt="TV cameras" title="TV cameras" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/21O0MIC264d1dWwEXwKZcHt6Xh4ZEbNcA0DqdtILJr7pe2p7Vk4CpMQz3LoapBqH.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><h3>Conclusion</h3><p>The modern news landscape offers unprecedented opportunities for information dissemination and consumption.&nbsp;</p><p>However, it also demands a more discerning and adaptable approach from both consumers and PR professionals.&nbsp;</p><p>By understanding these diverse channels and platforms, we can better navigate the ever-evolving world of news.</p><p><br></p><p><em>To learn more about Middle Media Agency, please visit <a href="https://middlemedia.agency/services">https://middlemedia.agency/services</a></em></p>

Beyond the Press: Navigating the Diverse Landscape of News Channels and Platforms

<p>In the dynamic realm of public relations, mastering media relations is essential for PR professionals looking to elevate their organizations above the competition.&nbsp;</p><p><br>This practice not only offers cost-effective earned media opportunities but also provides a valuable third-party endorsement that owned media simply cannot replicate.</p><h3>The Value of Earned Media</h3><p>Securing media placements through effective relations keeps your organization relevant in the eyes of stakeholders, both current and potential.&nbsp;</p><p>These placements serve as powerful endorsements, allowing PR practitioners to demonstrate their value through measurable advertising equivalencies.&nbsp;</p><p>Furthermore, honing media relations skills enhances overall PR effectiveness by aligning organizational goals with what resonates with the media and the public.</p><h3>The Gold Standard: Op-Eds</h3><p>As the landscape of journalism shifts—with a notable decline in newsroom jobs—Op-Ed columns remain a premier avenue for PR pros.&nbsp;</p><p>These pieces not only allow organizations to advocate for specific positions but also connect a human voice to their messages.&nbsp;</p><p>Crafting an impactful Op-Ed requires adherence to style guidelines and a clear narrative that supports the author’s perspective while driving home a call to action.</p><h3>Embracing Newsletters</h3><p>In today’s media environment, email newsletters are gaining traction as influential platforms.&nbsp;</p><p>With tools like Substack enabling journalists to distribute content directly to engaged audiences, PR professionals should consider pitching stories that offer fresh insights and analysis.&nbsp;</p><p>Unlike traditional articles, newsletter pieces often require fewer sources and should be concise, presenting quick takeaways that resonate with readers.</p><h3>Adapting to Challenges</h3><p>As the number of reporters dwindles, the art of media relations becomes increasingly complex yet rewarding.&nbsp;</p><p>To navigate this landscape successfully, PR practitioners must focus on building genuine relationships with journalists, understanding their needs, and delivering tailored pitches that stand out.&nbsp;</p><p>This personalized approach is vital in a world where mass pitching is becoming less effective.</p><h3>Conclusion</h3><p>Staying ahead in media relations means continuously adapting to industry changes while leveraging best practices.&nbsp;</p><p>By prioritizing relationships, crafting compelling narratives, and embracing new platforms like newsletters, PR professionals can enhance their impact and ensure their messages reach the right audiences effectively.</p><p><br data-mce-bogus="1"></p><p><em>To learn more about Middle Media Agency, please visit <a href="https://middlemedia.agency/services">https://middlemedia.agency/services﻿</a></em><em></em></p>

Blog

Harnessing the Power of Owned and Earned Media: A Strateg...

Writing For Journalism And PR: Navigating The Divide

The Paywall Paradox: When Earned Media Hits a Wall

How Communicators Can Help Their Clients Navigate Misinfo...

Beyond the Press: Navigating the Diverse Landscape of New...

Navigating Media Relations: Trends and Best Practices