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PR & Earned Media 101: A Scorecard

Internet Marketing System guidelines for conversion architecture

Many publishers can accomplish an Earned Media Campaign 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 Internet 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.

This article was written by Don Nicholas with the help of Jane E. Zarem in a series on PR & Earned Media 101.

Posted in Audience Development Strategy

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