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The Basic Benefits and Drawbacks of Owned, Shared, Earned, and Paid Media

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24 Jan 2023
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Frank Strong, MA, MBA
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Understanding the unique characteristics of owned, shared, earned and paid media helps marketing and communications professionals consider how to weave these together to best execute an overall strategy A couple years ago, a startup founder and CEO approached me about...
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Better Ways to Spend a Little Slice of the B2B Marketing Budget Designated for Display Ads

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27 Sep 2022
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Frank Strong, MA, MBA
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B2B marketing should take a little slice of the display ad budget and invest in media relations, genuine content marketing (not marketing content) and paid distribution of related assets from both  Numbers like these from eMarketer make my head explode:...
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The volume of comms work has grown and changed. More than three-quarters of respondents (78%) say the volume of work has increased – and one in three say it’s increased significantly.

The Volume and Variety of Communications Work is Shifting, Finds 5th Annual Survey of Comms Pros

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01 Aug 2022
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Frank Strong, MA, MBA
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More than three-quarters of respondents (78%) say the volume of work has increased – and one in three say it’s increased significantly. The type of work has also changed with 90% reporting it’s changed at least some while 50% saying...
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Twitter Offers Advantages in PR for B2B Brands Willing to Put in the Effort

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19 Apr 2022
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Frank Strong, MA, MBA
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A survey of 2,500 journalists finds Twitter is still their favorite social media network – here are time tested PR tips for B2B to earn some traction on the platform It’s no secret that media relations gets harder every year....
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Why PR Needs to Get Over its Strong Aversion to Sponsored Content

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24 Aug 2021
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Frank Strong, MA, MBA
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Media relations has been getting harder for ages and PR need to think differently about the tools available to get the message across, including sponsored content A while back I was having trouble reaching one reporter for a client. I’ve...
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Priorities of B2B Marketing: Owned, Shared, Earned, Paid – in that Order

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27 Apr 2021
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Frank Strong, MA, MBA
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0 Comment
If the PESO model had a drawback, I think it’s the order of things. I know, I know, it’s got a circular shape in there that’s suggestive of integration, but I’ve never been able to get past the order of...
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How 2,400 Journalists Use Social Media for Reporting [And Why PR Should Get Serious about Social]

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30 Mar 2021
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Frank Strong, MA, MBA
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0 Comment
Journalists say Twitter is the most valuable social media platform and they spend a lot of time there; if you want to improve media relations you should invest more time there too Business efforts on social media tends come in...
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3 Studies to Help You Keep Your Marketing Budget and Fend Off Reactionary Cuts [UML]

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11 Apr 2020
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Frank Strong, MA, MBA
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0 Comment
You can’t control the constraints imposed by the Coronavirus, but you can make a case to keep your marketing budget It’s a challenging time to be a marketer. You’ve got more constraints than ever. Examples? First, there’s a clear need...
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Pragmatic Marketing and PR Predictions for 2020

30 Pragmatic Marketing and PR Predictions for 2020

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10 Dec 2019
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Frank Strong, MA, MBA
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0 Comment
Predictions reflect facts, experience, and often a bit of hope for the future. Even pessimistic predictions are hopeful. It’s as if by saying it out loud, we’ll ward off an undesirable outcome. As I’ve done in recent years, I’ve asked...
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Two Reasons PR Needs to Budget a Little Paid Social Budget Next Year

Two Reasons PR Needs to Budget a Little Paid Social Budget

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15 Oct 2019
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Frank Strong, MA, MBA
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0 Comment
About 18% of PR pros would invest in social media next year if money weren’t an issue. That’s according to a poll by PR Daily of about 300 communications pros (hat tip Arik Hanson). The survey doesn’t get into how...
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About Sword and the Script Media, LLC

Based in Atlanta, Georgia, Sword and the Script Media, LLC is veteran-owned public relations agency immersed in the business-to-business (B2B) marketplace. We focus on process-driven programs for PR, marketing and social media. A defining difference comes down to our approach – that marketing ought to have utility. This is because marketing that helps, sells better than marketing that hypes.

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