Owned Media

Climate Change Communication Strategy: How Tobacco, Oil and Gas Stifle Regulators with Doubt

By Eric Schwartzman | March 27, 2015
climate change communication strategy

How do you develop a climate change communication strategy in an environment where 97% of climate scientists agree that human activity is having a significant impact on climate change but only 50% of the general public agrees? This disconnect between the scientific consensus on climate change and public opinion is baffliing. Business interests that oppose…

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Online Influencers Drive Owned and Shared Media Marketing at Marine Week

By Eric Schwartzman | May 4, 2010

As part of on owned and shared media marketing initiative I conducted for the United States Marine Corps, I packed an Osprey V-22 full of online influencers for a lap around Boston Harbor. We flew out of Hanscom Air Force Base today with David Meerman Scott, C.C. Chapman, Steve Garfield, Todd Van Hoosear and Doug…

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Teaching the USMC Public Affairs Command Owned Media Marketing

By Eric Schwartzman | April 5, 2010
online video still

I shot this video at the USMC Recruit Depot as part of a public affairs initiative I led at Parris Island during the Educator’s Workshop with two objectives in mind. This video is entirely candid and nothing was “staged” for the camera. My first objective was to teach the Marine Corps public affairs command how…

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Online Video for Public Affairs Workshop for the Marines

By Eric Schwartzman | April 2, 2010

Owned, shared and earned media are the key components to building an effective online public affairs campaign. I’ve advised the USMC on owned, shared and earned media relations for many years. Owned media refers to websites, blogs, podcasts, virtual events and any other online content that an organization creates to deliver a message to its…

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Social Media Communication Readiness at Work [RESEARCH]

By Eric Schwartzman | August 10, 2009
social media communications ready

Public relations team members should take the lead on social media communication across the spectrum of enterprise and corporations. The research says PR practitioners need to be social media communication ready, and since best practices are still evolving, PR could probably benefit from adopting a growth mindset and a social media policy that encourages coworkers…

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Email Newsletter Marketing Tips from DailyCandy Editor Dany Levy

By Eric Schwartzman | March 24, 2009

Email newsletters marketing is among the most effective growth marketing and lead generation channels for online communications, because email is the only channel with a higher adoption rate than search, which is the second most popular online communication channel. As jazzed as we all are about Tik Tok, Instagram, Twitter and Facebook, email and search…

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Online Newsroom Design Best Practices

By Eric Schwartzman | February 23, 2009

It’s time to streamline your online newsroom, according to Former CBS News correspondent David Henderson. But exactly who should you be streamlining it for? Who’s your target audience? The news media? Or everyone? Above is the online newsroom for UCLA, which my company iPressroom built and hosts. To keep it up to date, a staff…

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Serving the Underserved through Podcasts

By Eric Schwartzman | June 18, 2006

I started listening to podcasts in late 2004 (my favorite is For Immediate Release) and launched On the Record…Online in April 2005 to help promote a greater understanding of how new media is changing the way organizations communicate, and the way people consume media and information. Now, in addition to producing and consulting on new…

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Building a Business Case for Podcasting

By Eric Schwartzman | May 18, 2006

These are my opening remarks from yesterday’s panel on building a business case for podcasting at Syndicate New York. We also released a white paper that has a lot of the research cited below, but also covers an integrated approach to online PR and interactive marketing through blogs, RSS, dynamic web presence, organic SEO and…

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How PR Sparked the Long Tail

By Eric Schwartzman | June 16, 2005

Keith O’Brien puts the origin of the Long Tail on the record in PR Week: “For instance, Robbie Vann-Adib√©, then CEO of Ecast, told Wired that 99% of the top 10,000 tracks on Ecast jukeboxes are played at least once a month. And since storage costs are negligible, the company earns its revenue as much…

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