Media Mix

Communication tools and tactics

All of the media assets at your disposal fall somewhere in the framework of what’s called a “converging media mix.” This represents all of the communications channels and outreach efforts you’ll use during your campaign. There are four key strategy areas to this media mix: paid media, earned media, owned media and shared media. Here’s…

Targeted Messaging 101

Research, message development and testing

Remember, targeting a group as broad as “the general public” is far too inexact and can be a recipe for campaign disaster.Your digital campaign should target a specific, primary audience and its motivators. Although you should continue to test and adapt your messaging throughout your campaign, having clear agreement on who you’re talking to and…