Tag Archives: Detroit public relations

Paid, owned and earned media – Finding the right balance

Advertising and public relations can work together to find the perfect balance of paid, owned and earned media for a company to effectively communicate its messages to each of its audiences.

One of the most important decisions a company can make while constructing its media strategy is to decide the type and location of content that will have the greatest influence on its audience. For many, the first question that comes up in making this decision is whether to focus on creating paid, owned or earned content.

Paid and owned media, such as advertisements, brochures or newsletters gives the company full control over the content included in the media. These forms are great for targeting internal audiences or broadcasting self-promotional information. However, when targeting external audiences such as potential customers, earned media gives the audience a sense of trust.

At Franco, we generate earned media for our clients in a variety of ways. Through media relations, we are able to work with reporters to spread the word about their businesses without the use of paid or owned media.

In addition to working with traditional media, social media posting can help generate earned media. Social networks allow users to take posted information, whether it comes in the form of owned media (posts to your own page) or paid media (sponsored posts or site advertisements), and share it with their friends and connections. Each time that post is shared, it becomes earned media.

The combination of traditional media relations and an effective social media strategy allows your messages to reach to audiences through a variety of trusted third-party voices.

Dan Horn is an assistant account executive at Franco Public Relations Group. You can reach him at (313) 567-5008 or horn@franco.com. You can also follow him on Twitter @DanHorn90.

 

Making it permanent – My experiences transitioning from intern to employee

Coming to Franco last September as an intern, I was happy to hit the ground running. Just after the Labor Day weekend, I was introduced to my colleagues as they hurried around the office, catching up from the weekend and running through their to-do lists. After getting set up and acquainted with the office and the maze of the GM Renaissance Center, I was pulled in to learn about a few projects that I would be supporting throughout my internship.

The first week was just how I imagined life in a PR agency: busy, fast-paced and exciting. I was so happy to be a part of Franco, working on projects that have such a huge impact on the metro Detroit community. The 2012 Comerica Hatch Detroit competition was coming to a close with a fury of media attention, and The Salvation Army’s 2012 Red Kettle Campaign was in the planning stages, preparing for its November kick off.

Working on these projects, I learned valuable lessons that I use every day at Franco. Although today I work with a different client list,
many in different industries, my experience as an intern influences the way I approach every task. From improving time management to building on my writing and networking skills, I finished my internship ready for increased responsibilities and excited to officially join the amazing Franco family.

The Salvation Army Red KettleCampaign was among the first assignments I assisted with as an intern atFranco. Former Red Wing Kirk Maltby and announcer Ken Kal helped out during abell ringing competition with other Red Wings alumni and staff.

Today, long after both Hatch and the Red Kettle campaign have passed (and are approaching once again), I am working as an assistant account executive and still learning new ways to better serve our clients. So much has changed in my nine months at Franco: my title, clients, tasks and a few desks. But, I can say that one thing has remained the same, my excitement to arrive every day to something new at a company that strives for excellence on all fronts, from our client work to our company culture.

Dan Horn is an assistant account executive at Franco Public Relations Group. You can reach him at (313) 567-5008 or horn@franco.com. You can also follow him on Twitter @DanHorn90.

Motown Winter Blast inspires Franco to make the best s’mores in Detroit

At Franco Public Relations Group, we’re a short walk away from the festivities planned for this year’s Motown Winter Blast. Among them downtown Detroit visitors will be able to roast marshmallows of course. In celebration, we’re showing off our s’mores skills in the Franco kitchen to find out how to perfect this campfire favorite.

Thank you Dan Stocking, Marie Stawasz, Cayce Karpinski and Pat Joy-Adanti for helping us prepare for the Motown Winter Blast.

What’s your secret s’mores recipe? Share it with us in the comments section.

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