Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
A
B
story. This allows brands to collect the necessary information to get it right.
C
Community Outreach
Rarely does the press come out to cover a story about a brand unless it serves community interests. Sponsoring outreach events is perhaps the best way to draw this attention. Some of the best ways to highlight your involvement is to: • Sponsor an event (A) • Provide a tour of progress made to date when a community project reaches a milestone (B) • Play a significant behind-the-scenes role leading up to the event (C)
• Noteworthy industry news needing perspective • Upcoming conference events (e.g., invited keynotes) • Notable company awards Tech companies can get an early jump on news as soon as its breaks as shown here. But it’s often wise to avoid being first to publish (i.e., wait until all facts are confirmed). Not all brands have the capacity to apply the necessary journalistic rules required to lead a breaking story (e.g., multiple credible sourcing).
News Alerts
There are some opportunities for brands to discuss breaking new topics when announcements support: • Breakthroughs (e.g., technology proof-of- concept) if the new developments relate to the brand
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