Blended Media Strategy

The fundamentals of marketing and communications are stronger then ever and expanding to embrace new digital and online media forms. The basis for excellent communications is still great visuals and writing, except that the great writing and visuals must match the many new and emerging media forms. In a blended media strategy the approach becomes less complex because we are implementing a new discipline to the dynamics of new and traditional media alike.

>>> To read download the complete Green Paper click here

Building a Community & Reputation Online through Social Media Tools

1. Social Networks: maximize your resources for the greatest return.
2. Widgets: use widgets and gadgets effectively
3. Blogs: create, maintain and respond to blogs.
4. Viral Marketing: set up online communities and loyalty programs to leverage online word of mouth.

Search Marketing

1. Create cost-effective SEO and SEM strategies.
2. Build a framework for social media press releases.
3. Understand how your organization and brand is searched.
4. Identify "rich" search terms and keywords.
5. Track optimization effects and measure results.
6. Use linking techniques for blogs and social networking pages.

Managing / Avoiding an Online Crisis

1. Respond to bloggers and other negative exposure online.
2. Use dark sites.
3. Leverage social networking sites and other new media to manage your reputation.
4. Understand crisis rules and test online processes.
5. Integrate online and offline crisis management.
6. Communicate with your stakeholders online during and after a crisis.
7. Practice post-crisis management.

Measuring New Media
Use a "Five Step Measurement Process"

1. Define organizational goals.
2. Define audiences of importance to reach those goals, and prioritize.
3. Set PR objectives against prioritized audiences that are specific and measurable.
4. Determine how you will measure each, with what tools, and benchmark.
5. Measure continuously, and adjust programs accordingly.

Video: Show & Tell Media

1. Take measures to create web-based video content that will appeal to your audience.
2. Use technology resources for launching a video program.
3. Measure the impact of video.
4. Leverage YouTube and other social media sites within reach.
5. Devise tactics to get video up and running.

Communication and Influencing Online Journalists & Bloggers

Media relations is a long-time pillar of public relations but, as the digital movement has progressed, new media has completely redefined who-and what- media really is.

1.Communicate with citizen journalists.
2. Identify influential bloggers in your "space".
3. Pitch stories to bloggers.
4. Develop ongoing relationships with new media influencers.
5. Influence traditional media online.
6. Measure media relations campaigns online.

A Last Word on Blended Media - click here to read the entire Green Paper

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