Aaron Blank's session at MarketMix 2014

1. The
Fearey
Group
|
March
26,
2014
Breaking
the
Mold
The
New
Rules
of
PR
and
Earned
Media
©
The
Fearey
Group,
2014.
All
Rights
Reserved.

2. Family…
©
The
Fearey
Group,
2014.
All
Rights
Reserved.

3. Team…
©
The
Fearey
Group,
2014.
All
Rights
Reserved.

4. Owned
|
Earned
|
Paid
©
The
Fearey
Group,
2014.
All
Rights
Reserved.
owned
digital properties such as
website, videos, mobile,
apps, social presence,
brand assets, etc.
earned
social media e.g.
publisher, editorial,
influencer outreach, word
of mouth, social networks
paid
display, mobile display,
paid search, pre roll,
digital sponsorships,
partnerships, affiliate, etc.

5. The
Press
Release
in
a
New
PR
World
©
The
Fearey
Group,
2014.
All
Rights
Reserved.
Part
of
a
Larger
Earned
Strategy
New
Elements:
Video
and
Social
SKll
Provides
Value:
Important
for
RelaKonships
Building
SKll
Expected
by
Media:
Social
SKll
Changing
The
Press
Release
is
Here
to
Stay

6. ©
The
Fearey
Group,
2014.
All
Rights
Reserved.
The
Press
Release
of
the
Past

7. ©
The
Fearey
Group,
2014.
All
Rights
Reserved.
The
Press
Release
Today:
da
Vinci
Robot

8. ©
The
Fearey
Group,
2014.
All
Rights
Reserved.
8
Goal:
Build
a
new
level
of
awareness
for
the
Historic
Flight
FoundaKon
and
drive
new
traffic
Encouraged
local
aviaKon
enthusiasts
to
share
their
emoKonal
&
historical
connecKon
to
the
DC-­‐3
12
winners
and
a
handful
of
journalists
took
flights
35
publicaKons
with
nearly
9
million
individual
impressions

9. ©
The
Fearey
Group,
2014.
All
Rights
Reserved.
9
Sports
Star
of
the
Year
Awards
Sea^le’s
UlKmate
Sports
Fan
Contest
Grew
Twi^er
Following
by
145%
Increased
Facebook
“Likes”
by
440%
Hands-­‐on
Storytelling

10. ©
The
Fearey
Group,
2014.
All
Rights
Reserved.
10
Social
Media
Experience:
Brain
Surgeon
for
a
Day
Blend
of
Earned
and
Owned
Hands-­‐on
Storytelling

11. ©
The
Fearey
Group,
2014.
All
Rights
Reserved.
Aaron
Blank,
President
and
CEO
206.343.1543
ablank@feareygroup.com
@AaronBlank

12. ©
The
Fearey
Group,
2014.
All
Rights
Reserved.
12
Meet
@DanaMLewis
#hcsm
founder
&
moderator
(Sun
@
8pmCT)
Chief
Data
Officer
of
#DIYPS
Manager,
Digital
MarkeKng
&
Internal
CommunicaKons,
Swedish