Comments on: Do You Need to Pay to Play?

By: Earned Media: Certified Organic | Point Oh!

Earned Media: Certified Organic | Point Oh! — Wed, 26 Aug 2009 00:22:09 +0000

[...] paid media. I won’t argue that paid media doesn’t have a place in this mix (in fact, this looks about right to me) but public relations needs to take it’s discipline a lot more [...]

By: Greg March

Greg March — Tue, 10 Mar 2009 23:00:04 +0000

Must be a Long Island island thing.

By: adam

adam — Tue, 10 Mar 2009 17:43:36 +0000

Greg

I think I may need to revisit my slide; as, what is being demonstrated in the slide is aligned with what you are saying. I think that when conversation/stories are organic, they make for the best extensions of a campaign.

I think we see eye to eye here buddy

By: Greg March

Greg March — Tue, 10 Mar 2009 17:33:05 +0000

I like the main point that Earned Media amplifies Paid Media. But its cyclical too. When you create something great, pay to get it exposed, that sets off the earned media.

I think you create stuff. You pay to get it to your disseminators (paid niche media, or your owned channels if you have them. i.e. widgets, website, email, blog). If its good, you’ll earn some media. Which will amplify your navigational media (Saved by Zero, $5 dollar footlong, Last Burger King for 6 miles, etc…)

By: adam

adam — Mon, 09 Mar 2009 11:54:29 +0000

thanks Jen.

I guess there is not really a flow to the diagram; it is supposed to represent an ecosystem. I am simply trying to exemplify how things related to one another.

I do love your feedback and agree that the human touch is most important.

Do you want the PPT file to re-jigger the map?

By: lilmissjen

lilmissjen — Mon, 09 Mar 2009 00:09:28 +0000

I think there is something to be said for paid media planning and creative strategy (of course, I’m a media planner). The tools and precision targeting materials we use are just that — tools. I think there are still plenty of planners out there who see the art in it. Maybe we just need a reminder from time to time that no machine can truly predict how people think – it’s our human touches on media plans that make them really spot-on.

That said, I would make the organic conversation portion of your diagram a little bigger. If there is anything I learned from the ridiculous amount of conversation around the whole Skittles debacle, it’s that brands are beginning to recognize the importance of organic conversation, even if they maybe aren’t displaying it in quite the right way just yet.

I’m not really sure how your diagram is supposed to flow, but I think that truly great media and communication, planned using tools and gut feelings, will help to create that conversation that can be oh-so-important to the amplification of brand equity. So, if that’s what you’re saying, I like where you’re going with this.