“We need to be reaching more people.” The constant refrain we hear from organizations that believe they have something valuable that the world should be paying more attention to. It’s true. But we’re living in an attention economy, where everyone is so flooded with messages, content and noise that all we want to do is filter it out.
Yes, we need to be reaching more people. But to do that, we need strategies to break through the clutter and penetrate people’s eyes, ears, hearts and minds.
It’s important to understand three different approaches to get seen and heard, and then to determine what mix is going to help you achieve your goals. The trifecta: owned, earned, and paid media.