Earned Media Strategy: Campaigns, Creators and Crisis

194 placements, one crisis, and the coverage report that answered the wrong question. 8 modules and a practical lab, about 20 guided hours.

What you’ll be able to do

• Set earned-media objectives as message penetration, share of voice and audience movement, against a baseline taken before the programme starts.
• Build a quarterly editorial calendar anchored to the Nigerian news and commercial cycle without appearing opportunistic.
• Select and rehearse spokespeople with a briefing book, a message house, bridging technique and a hostile-interview drill.
• Write and place a byline, and run a conference and panel placement programme.
• Run a creator programme as an earned discipline, with vetting, briefs that leave room for the creator's voice, and a written disclosure standard.
• Execute the first six hours of a crisis with a holding statement, an escalation ladder and named decision owners.
• Map stakeholders whose concerns predate the campaign and write an engagement plan they would recognise.
• Report earned media on quality-weighted coverage, message pull-through, path presence and branded search movement, with untracked placements reported as unmeasurable rather than as zero.

What’s inside

8 modules + lab · around 20 hours