Donald Trump is the King of Earned Media

Donald Trump is the King of Earned Media

Donald Trump’s dominance of earned media is huge. No one else even comes close.
 

Yes, the President of the United States gets lots of news coverage regardless of who occupies the Oval Office. But the Trump phenomenon is much more than that. It’s a beast that feeds upon itself to get ever larger—stories about him get clicks, so media run more stories about him, which get more clicks, ad infinitum. (Did his name in the headline get you to read this post?) Throughout the primaries and the campaign leading up to the election, his opponents raised and spent much more money on advertising and conventional campaigning. Trump didn’t have to. He just kept talking and tweeting and both his supporters and detractors ate it up.

We’ve covered the difference between paid, earned, shared and owned media coverage in this space before, so as a refresher, I’ll just remind you that earned media is any coverage that you neither created nor paid for. In January, Donald Trump received the equivalent of $817 million in earned media coverage, according to mediaQuant, a firm that counts all mentions of a person or thing in traditional and new media and then comes up with an estimated dollar-figure for what that kind of coverage would cost as paid advertising.

In January, Trump received an estimated $817 million in coverage. By comparison, over the last four years of his term, Obama averaged between $200 million and $500 million in monthly earned media. Hillary Clinton’s coverage peaked at $430 million, and that was in July when the Democratic National Convention took place.

To demonstrate just the bigliness (that’s a word now, right?) of Trump’s earned media dominance, mediaQuant totaled the coverage for the world’s top 1,000 personalities, excluding Trump and Obama. The list includes both Clintons, Tom Brady (heading into his fifth Super Bowl victory), the ubiquitous Kardashians, everyone’s favorite oligarch Vladimir Putin and the Pope. The ad value of those 1,000 instantly recognizable names totaled only $721 million, or to put it another way, their collective star power is worth almost $100 million less in combined coverage than Trump alone.

This is not to suggest that your brand or personality will ever be able to trump the coverage that our current President has achieved. You have to remember that he’s been working at this since long before his first episode of The Celebrity Apprentice aired or anyone had conceived of Twitter. But his success at becoming the most famous person in the world does offer some lessons on the power of earned media and why it is an essential element of any successful communications strategy.

An interesting corollary to Trump’s position on top of the earned-media mountain has been the rise of “fake news” and its impact on earned media. In February, mediaQuant found that banking reform, terrorism and national security were the only topics to draw more coverage mentions than fake news. The estimated value for that coverage was more than $270 million.

How earned media continues to evolve in the age of “alternative facts” will be interesting to watch. Maybe we’ll finally find out if the old PR adage that all publicity is good publicity is true or not. In the meantime, marketers should continue their efforts to keep getting their brands coverage. And make sure that includes social media, as well.

A recent study by Simply Measured found that earned social media—“a conversation about your brand that wasn’t started by you”—drives 3.8 times more traffic than anything you do on your own. And while you can’t control earned social media, when such conversations do occur, you can use your own channels to amplify them, in much the same way you promote your traditional earned-media coverage.

As the trajectory of Trump’s rise has shown, maximizing earned media takes time and relentless effort, but the payoff can be huge.

Bob Keane
Public Relations
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Bob oversees the development of editorial content for JConnelly and its clients, including strategic messaging, news releases, blogs and other written materials that are vital ... Click for full bio

Advisors Will Be Extinct in 5 Years Unless…

Advisors Will Be Extinct in 5 Years Unless…

I’ve had financial advisors for more than 40 years. Not once in those years have I called my advisor to find out what stock/funds I should buy or sell. But I have called to find out where I should get my first mortgage, when to sell my house, or how much income I could get in retirement.

In short -- and I think I’m pretty typical – I was looking for financial advice, as it relates to my life.

Here’s the disconnect, what most advisors do is simply manage their clients’ assets. They determine what to buy, and what to sell, they think about risk management, about growing their practice by finding new clients and about getting paid.

Historically that has been the business model. But as more women take control over financial assets, they, like me, will be looking for a different experience. And unless the financial community is willing to change ….. advisors, as they are today will be extinct in five years.

Advisors who want to survive will have to do a lot more than just manage money – they will have to provide genuine “advice”.  That means doing what’s right for the client, not pushing product and pretending it’s advice.

Women especially, but all investors generally, are becoming more and more cynical. They says, “If I want advice about reducing my debt, that’s what I want and not ‘here’s more debt’ because that’s what my advisor gets paid for! And if saving taxes is what I want then saving taxes should take precedent over selling me a product.”

You may be thinking that spending your time providing advice isn’t lucrative but the reality is that in the long run – it pays off in spades. The advisors who take the time to build real relationships with clients, who provide advice as it relates to their clients’ lives, even when there is no immediate financial benefit to themselves, those who don’t simply push product – are the ones who over time have the most successful practices.

Generally women understand and value service, but they will say, “If I’m paying, I want to know what I’m paying for: Is it for returns? Is it for advice? Is it for administration? I want to know. Then I can make up my mind what’s worth it and what isn’t.”

Investing is becoming a commoditized business and technology is replacing research that no one else can find. Today the average advisor is hard pressed to consistently beat the markets, and with women emerging as the client of the future, unless they start providing real advice, their jobs will likely be extinct in five years.

Learn how to Retain Female Clients through this online course and earn CE credits. Or visit us at here and learn everything there is to know about what women want and how to serve them well.

Strategy Marketing
Marketing to Women
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Paulette Filion and Judy Paradi are partners at Strategy Marketing and have run their own businesses for more than 20 years. Paulette is an expert in financial services and Ju ... Click for full bio