Earned media mastery

When I’m on my elliptical trainer, I tune my iPad to the latest PR training videos I’ve come across. Most of them are free webinars that are nice, but not remarkable. You get what you pay for.

But there’s an exception: the Earned Media Mastery summit. The organizers are pros at this format. It’s optimized from the ground up to be an effective virtual experience – it’s not an in-person event that COVID forced them to shoehorn into a webinar series. Last year’s summit kept me watching even after I finished my workout. I didn’t even realize I was still standing on the exercise machine.

And based on what they’re paying me to participate, I can’t figure out how they’re able to offer this to you for free.

When I was “growing up” in this industry, I was reading David’s book and blog posts on integrating content with media relations. And when I’m done growing up someday, I want to be Gini Dietrich.

There are many more speakers listed on the summit’s site. A highlight is Anne Isenhower – she spoke to my Inner Circle earlier this year about how she continues to reel in media placements in the COVID era, and it’s been one of the most talked-about sessions of the year.

One of the best things about this summit format is there are so many varied speakers, if you start watching one and it’s not your thing, you just pick another one. Like Netflix for PR nerds.

You watch on your own time (within the summit window), where you want. Sessions are about 35-45 minutes long. Mine will be the next evolution of the material I originally shared via my free webinar back in June, so if you missed that one this will be extra useful for you. I also roll out the specific process to get on any journalist’s radar screen in 45 days or less, whether you have any news or not.

The summit is Aug. 19-20, and you get free access to all the sessions for those 48 hours. So register and block some time on your calendar (and your elliptical).

This article was originally published on August 12, 2020

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