Surround Sound: The convergence of paid, owned and earned media at Raytheon

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What You’ll Learn:: 

What? “Surround sound”? Some kind of stereo system, right?

No, we’re talking Raytheon’s term for coordinating communications so all channels work together to amplify each other and speak the same message.

Learn how the aerospace giant creates a message across the Web and social media that is reflected in mainstream media.

You will learn how to:

  • Create and manage an editorial content calendar for owned media
  • Work with PR and marketing to mount a "surround sound" campaign
  • Rev up the power of owned content by using paid promotions
  • Evaluate the combined effectiveness of separate campaigns

Hear about the foundations of surround sound success. Find out how to build a coordinated team, and give your content a good place to live.

Create compelling content that can be repurposed and shared. Create a “cadence” for that content, and share it on your social channels.

“It takes a lot of investment of resources, time, people and just communication internally,” Schierholz says.

Find out the best ways to amplify the value of that content by promotion. Learn how to use paid promotions on social channels. Learn how to work with your public affairs, public relations, community relations and marketing teams to share and repurpose the content

Find out why Raytheon hired a Pulitzer Prize-winner to manage the content for its team.

Hear why Raytheon’s “brand journalism” shifts the focus from “what do we want to communicate?” to “what is newsworthy for our audience?” Shift from what you want to say to what your audience wants to hear about.

Find out why you should publish fewer pieces, but make them better. Use social media channels to amplify the storytelling. Learn how micro-targeting can reach a specialized niche audience—but the stories must have wider appeal and readability so they stand on their own with a broader audience.

And guess what? Some media, believe it or not, have snagged Raytheon stories and run them in their entirety on their websites.

Can you build content that compelling? Learn more here.

October 2013

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Presenter bio: 


Stephanie L. Schierholz is manager of social media for Raytheon Company. Raytheon Company, with 2012 sales of $24 billion and 68,000 employees worldwide, is a technology and innovation leader specializing in defense, security and civil markets. Raytheon's global headquarters is in Waltham, Mass. As a member of the corporate affairs and communications team, Schierholz is the liaison between Raytheon and its external, online communities. She provides strategic communications guidance to Raytheon's senior management and advocates incorporating emerging communications technologies into its public outreach.