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Media Monitoring Newsletter Archives

Study on Trump's Earned Media Shows What's Wrong with AVEs

March 2016 Issue #4

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CyberAlert: Nobody Monitors and Measures the Media Better
March 2016 Issue #4
CyberAlert: Nobody Monitors and Measures the Media Better
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Media Monitoring News is a weekly educational newsletter published by CyberAlert LLC, the media monitoring and measurement service, for professionals in public relations (PR), marketing, competitive intelligence and communications.
Featured Article
Study on Trumps Earned Media Shows Whats Wrong with AVEs
Photo credit: Gage Skidmore
A report that states Donald Trump's has obtained almost $2 billion in free coverage shows the error of advertising value equivalencies (AVEs). Although he has obtained extensive coverage, much of it is negative and in no way has an equivalent value with paid advertising that includes well-developed and fully approved messaging. Read More »
How News Bureaus & Brand Journalism Help PR Get Better Media Placements
Placing articles in media outlets is far more difficult for PR these days because many newspapers and trade journals have closed while others have laid off staff and decreased editorial space. The solution: More PR firms and corporate PR departments are creating their own in-house news bureaus to generate solid news and feature stories that meet journalism standards for content, timeliness and objectivity. Read More »
Many digital marketing experts believe content marketing is a preferable alternative for most brands. In addition, new research says content marketing achieves higher ROI. The challenge is to secure the necessary long-term commitment and budget to sustain an effective content marketing program. Read More »
Instagrams Move to Algorithm-Based Feed May Flummox Marketers
Instagram's plan to implement an algorithm-based feed is a wake-up call for social media marketers. Competition to rise to the top of consumers' feeds will increase. Marketers who start building engagement now will have an advantage, while others may need to re-evaluate their long-term strategy on the network. Read More »
Cause Marketing: Honey Nut Cheerios Creates Campaign to Help Save the Bee Population
General Mills Canada's decision to temporarily remove Buzz, the mascot for its Honey Nut Cereal, from cereal boxes is a bold and innovative way to publicize the plight of bees. Although most marketers may lack the deep resources of General Mills, they can examine its campaign as a leading example of cause marketing. Read More »
Tsunami of Emoji Swamp Online Marketing
Research from a leading digital marketing expert provides valuable insights into why certain people vociferously criticize companies online. Understanding different types of complainers or "haters" and why they complain can help brands better respond to customer service issues and protect their online reputations. Read More »
Vetting Influencers? Questions to Ask and Information to Require
Influencer marketing has emerged as one of the most successful online PR and marketing strategies. Finding and vetting influencers, however, can be challenging. Experts recommend that marketers vet influencers carefully to identify the best influencers for their brand. Read More »
Google Issues Guidelines on Gifts & Payments to Bloggers
Google published best practices for bloggers who receive free products or services. PR and marketing departments and agencies that compensate bloggers a responsibility to make sure bloggers follow those practices. It's the ethical way to do business. Read More »
Most Viewed from Previous Issues
10 Often Overlooked Ways PR Earns Journalists' Attention and Wins Media Coverage
Many different approaches can be used to attract the attention of journalists and secure favorable media coverage. Carefully putting the basics in place and building relationships with journalists are the fundamental requirements. Then, both direct and indirect ways can be used to attract journalists' attention. Providing journalists information or commentary that is relevant and useful to their audiences is the ultimate "secret" to win media coverage. Read More »
The Perils and Benefits of Reddit for PR and Marketing
Photo credit: Eva Blue
Reddit can be dangerous for brands. Nonetheless, PR and marketing pros with the right skills can learn a great deal and benefit from the network's enormous user base and its many comment threads that cover almost every topic imaginable. Read More »
Other Articles to Help You
The Wall Street Journal
The Hartford
Public Relations Institute of Australia
Changing the Terms
Harvard Business Review
Fast Company
Conferences and Webinars
Webinar: Winning Crowded In-boxes with Smarter Segmentation, March 17 at 2 p.m. Eastern time. Sponsored by emma. Free.
Conference: Visual Content and Media Relations, March 22 from 9 a.m. to 5 p.m. at the Summit Executive Center in Chicago, IL. Sponsored by the PRSA. $615 for members.
Webinar: One-to-One Social Media Engagement, March 24 at 12 p.m. Eastern time. Presented by Incite Group.
Conference: Sounding the Drumbeat — Why Integration is PR's Key to Success, March 24 at 3 p.m. Eastern time. Sponsored by the PRSA. Free for members.
Webinar: The New Normal: Using Big Data for Audience Insights, March 29 at 1 p.m. Eastern time. Sponsored by Quancast. Free.
Webinar: Social Data: How to Truly Know Your Brand's Audience, March 29 at 1 p.m. Sponsored by WOMMA. Free.
Conference: Click Z Live, April 11 to 13 at the Marriott Marquis, New York, NY. All access pass $1,995 by March 11.
Conference: Counselors to Higher Education Senior Summit, April 13 to 4 at the Royal Sonesta in New Orleans, LA. Presented by the PRSA. PRSA member regular rate: $870.
Conference: Measurement Conference and Social Media Workshop. April 20-21 at the National Press Club in Washington, D.C. Presented by PR News. Full access pass $1,595 by April 1.
Conference: OMMA Boston — After Advertising: The Marketing Opportunities of 2021, April 20 at the Hyatt Regency, Boston. Presented by MediaPost. $595 by March 13
Webinar: The Social Newsroom - How to Use News to Tell Your Story, March 29 at 3 p.m. Sponsored by the PRSA. Free for members.
Conference: Health Academy Conference, April 20 to 22 at the Washington Marriott at Metro Center, Washington, DC. Presented by the PRSA. PRSA member regular rate: $890.
Conference: Corporate Communicators Conference, June 6 to 8 at the University of Pittsburgh, Presented by Ragan. Standard price $1,295.
Conference: Insights to Action: Improving PR Performance, June 9 from 8 a.m. to 5 p.m. at the University Club in New York City. Sponsored by the Institute for Public Relations. Individual registration is $895.
Conference: SocialPro, June 20 to 21 at the Bell Harbor Convention Center in Seattle, WA. Presented by Marketing Land. All access pass: $1,395 by April 23.
Best of Previous Issues
Job Openings
The listing for this issue includes PR job openings and marketing positions — with detailed job descriptions for each. Readers are invited to submit job postings to
Public Relations Positions
PR Manager - American Academy of Ophthalmology
Vice Chancellor for Communications - University of Tennessee
Assistant VP for Marketing & University Communications - Rider University
Senior Manager, Public Relations - Cycling Sports Group
Public Relations Specialist - American Nurses Association
Senior Media Relations Specialist - Management Sciences for Health
Content Marketing Manager - SpringCM, Inc
Marketing Positions
Marketing Manager, Social Media - Hunter Douglas
Digital Marketing Coordinator - Pharmacy Technician Certification Board
Communications Specialist - National Wildlife Refuge Association
Coordinator, Marketing & Communications - International Youth Foundation
Manager, Social Media - Kaplan Test Prep
Director of Marketing - enChoice, Inc.
Quote of the Week
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"The only way you can manage change is to create it."
Peter Drucker
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Quote of the Week
The Media Monitoring & PR Measurement Dashboard Youve Dreamed of
Factoids of the Week
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43% of frequent complainers use Facebook daily. (Jay Baer)Tweet this!
Only 60% of Americans view Donald Trump unfavorably. (Gallup)Tweet this!
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Ted Talks of the Week
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Richard St. John
Marketer, Success Analyst
8 Secrets of Success

Larry Smith
Professor of Economics
Why You Will Fail to Have a Great Career
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Questions, suggestions, or comments about this newsletter? Email us here.
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a.m. NewsBrief - Daily executive briefing service. Get customized daily article summaries before the start of every business day.
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Omnibus News Feed - Worldwide news feed that aggregates news from 60,000+ news sources.
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