A lot of publishers accomplish the first two steps in an Earned Media Campaign of using PR to drive traffic and do it very well, meaning that they’ll do something newsworthy and then they’ll do an okay job—or even a terrific job—of getting the story picked up by the bigger media outlets.
But many publishers—even the biggest, savviest ones—miss the boat on step three with poor or non-existent website conversion architecture.
Mequoda Marketing System guidelines for evaluating an Earned Media Campaign assign the following grades to the campaign links and website conversion architecture:
Take a look at your own website and see how it matches up in terms of using PR to drive traffic and build relationships with your audience.
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