Owned, earned & paid media
Marketing, PR & Advertising (Owned, Earned & Paid Media) https://www.youtube.com/watch?v=tXIdO7KjaqM Advertising is a marketing component, whereas publicity is a public relations component. While the lines have increasingly blurred, advertising is essentially defined as paid promotion of products and services, whereas publicity is defined as unpaid promotion emphasizing serving influencer brands. As a publicist working with celebrities/influencers and media-trained subject experts, I write, solicit, and secure press coverage through traditional broadcast and digital media outlets to curate clients’ reputations. The objective is to promote clients and keep them relevant. In Hollywood and the entertainment industry, a publicist manages the client’s image and represents them as a media liaison under all circumstances. Publicists often collaborate with talent managers and agents. A manager typically develops and curates the client’s career, and an agent is tasked with securing work for the client. However, managers and agents can connect actors directly to casting directors who have provided synopses of treatments or scripts and what roles they seek auditions for. These casting breakdowns are posted daily and accessible to industry professionals. Talent reps receive a percentage of their client’s earnings, whereas a publicist receives a monthly retainer. While emerging talent may be represented by both a manager and an agent, publicists typically work with more established performing artists. (Originally published on August 11, 2022, in Bicostal Publicist by Jordan Schaul) (Ohio State Press Books)
An intro to Google Knowledge Panels
Learn About Google Knowledge Panels & Google Verification https://www.youtube.com/watch?v=m1nd0V9_jCQ Suppose you Google an emerging or established public figure (celebrity or influencer) or even a well-recognized and distinguished person in your industry. The search query you submit will likely generate a unique page with prominently displayed boxed features containing text and images. This presentation of a subject on the Search Engine Response Page (SERP) is how Google makes the most authoritative and relevant content about an individual easily accessible. On a mobile device, the entity box will appear at the top of your screen, and on a desktop, it will appear at the top and right of your screen. Called Google Knowledge Panels, these entity boxes contain various algorithmically generated content, some static and some dynamic, but all of it is intended to provide quick facts about the subject. The static components comprise biographical facts, figures, and images sourced from personal and high-ranking websites, while images and posts from social feeds populate the dynamic components. The most developed and ‘optimized’ panels may include past and current professions, titles, current age, place of birth, relatives, schools attended, academic credentials earned, movies produced, books written, awards won, social accounts, and website links. Many but not all panels are directly sourced from Wikipedia, IMDb, and Amazon author profiles. Still, anything available in the Google Knowledge Graph (see knowledge-based systems) can populate these entity boxes. Knowledge panels improve search engine user experiences by making verifiable information about a subject more accessible. Note that entity boxes are different than business boxes (Google Business Profiles) because they are generated by search algorithms and not information provided by the business owner or representative. The business panels present information about the business’s hours and location. However, if the business’s name is the same as the business owner’s, a cursory review of the panel may look similar to an individual’s Google Knowledge Panel. Many individuals have both. Suppose your name does not generate an entity box populated by Wikipedia, IMDb, Amazon, The CIA World Factbook, or another biographical source. A digital publicist can help develop strategies to secure one. If you have questions about Google verification, feel free to reach out. (Updated from Jordan’s 2022 post in Bicoastal Publicist)Jordan Schaul Biographical information (e.g., age, birthplace, relatives, education, profession, etc.) presented in the Google Knowledge panels are usually sourced from high-ranking domains like Wikipedia, IMDb, and Amazon. The images above are desktop screenshots of Google Knowledge Panels for Julia Roberts and myself.
