掌握媒体组合：公关中免费、付费和自然媒体的动态.pdf

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1、Mastering the Media Mix:Dynamics of Earned,Paid and Organic Media in PREamonn NolanSenior Director,Corporate Communications&Investor Relations,MorphoSysMarisa BorgasanoSenior Director,Product Communications and Advocacy,AlkermesSPEAKERSPEAKERThe world is noisier,more regulated and harder to break th

2、rough than ever before1And the channels at a communicators disposal are infinite2EarnedPaidOrganic123Vehicles at CommunicatorsDisposal todayAll three should be utilized for major campaigns or milestones to achieve greatest impactContent created,shared by othersContent you pay forContent you create a

3、nd share on your owned channels 4Earned MediaContent created,shared by others1SITUATIONBUSINESS OBJECTIVESSTRATEGYARISTADA is a long-acting injectable(LAI)for the treatment of schizophrenia;despite 5+years on the market,need remained for increased SOV in crowded marketDifferentiate ARISTADA from com

4、petitors and increase brand awarenessLeverage patient story to highlight the role of LAIs and ARISTADA in the patients treatment journeyRESULTS600 million media impressionsWidespread social buzzIncrease in organic search KEY TENANTS FOR SUCCESS1.The bar for media coverage is high,your pitch has to b

5、e great2.Tap into timely news/trends3.Create bespoke outreach approach 4.Dont be shy in following up to shape the story5.Prep and empower patients to be authentic storytellers 6.Be patientgreat earned coverage takes finding the right outlets,time and hard work,but the rewards can be great!EXAMPLES6P

6、aid MediaContent you create and shared on your own channels2SITUATIONBUSINESS OBJECTIVESSTRATEGYLYBALVI is a newly launched oral antipsychotic medication for the treatment of bipolar 1 or schizophrenia and the first oral medication from AlkermesDrive brand visibility among young,early in disease pat