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Blended Media Strategies

Public relations has typically been about securing "earned" media while advertising traditionally focuses on "paid" media initiatives. But today, savvy PR professionals know that they need to embrace a "blended media strategy" - to include both earned and paid media - in order to reach their audience.

Why? Because consumers have changed the way they get their news and information. Social media, citizen media, RSS feeds, video-on-demand, and the 24 hour news cycle are byproducts of consumers' desire to get their news and information when, how and where they want it.

Enter Blended Media Strategies. WestGlen pioneered the concept in 2007 and we've helped numerous corporations, non-profits and the PR agencies secure exponentially better results through it.

Four key components of blended media strategies:

  • While earned media remains the staple of a multimedia PR campaign, we must now understand that paid media and direct marketing tactics are essential contributors to any PR initiative.
  • In executing paid media or direct marketing tactics in support of a PR campaign, the context of the message and the tactics used should be cast in PR terms, not advertising jargon or heavy branding tactics.
  • While traditional media outlets like TV, radio and print should not be discarded, it is no longer acceptable to ignore or dismiss Internet communication channels when planning a PR campaign.
  • When communicating with the public online, promotional and evangelical activities are essential elements for driving awareness, traffic and interaction with your video or multimedia assets, which are the most sought after commodities on the Internet.

The end effect of WestGlen's unique Blended Media Strategies approach is that our clients get better results, bigger audiences and better message penetration, especially to consumers who matter most to their campaign. Contact us to learn more about how to make Blended Media Strategies a cornerstone of your next campaign.

Click here for more information or to get a project quote.