The document outlines an agenda for a discussion on holistic rapid response. It will include discussions on why rapid response is important, industry news, audience conversations, and market changes. The document then provides details on holistic rapid response, including how it can be used to demonstrate thought leadership, engage audiences, establish vision, identify customers, and generate demand. It outlines the rapid response process, including active listening, laying groundwork, content creation, amplification across paid, earned and owned media, feedback loops, and timelines.

2. About the Speakers
Dara Sklar
Vice President, PR
Nicole Allen
Vice President, Pulse
Dara Sklar
Vice President, PR

3. 1. What is Holistic Rapid Response?
2. People, Process, Tools
3. Newsjack Action Kit
4. Game-day Checklist
Agenda

4. Why Rapid Response
Industry News
Audience Conversations
Market Changes
Demonstrate thought leadership
Engage target audience on passions
Establish vision that maps to business
Identify and nurture new customers
Generate, highly-relevant demandBreaking News
Competitor News

5. Does Your Organization Look Like This?
Corporate
Communications
Social MediaWeb
Analytics
Demand
GenerationDisplaySEMProdCa

6. Holistic Rapid Response = Holistic Results
THOUGHT LEADERSHIP
Blog Posts
Executive Bylines
INFLUENCER ACTIVATION
Brand Engagement
Partnered Content
PAID MEDIA
Sponsored Content
Sponsored Posts
Display Advertising
Search Marketing
Native Advertising
Content Syndication
SHARED
MEDIA
PAID
MEDIA
EARNED
MEDIA
SOCIAL MEDIA
Real-time Response
Community Engagement
Amplification
OWNED
MEDIA
PRESS COVERAGE
Industry News Commentary
Competitor News Commentary
Reference to Research & Statistics
REAL-TIME
CONTENT

7. Newsjack Action Kit
7
ACTIVE
LISTENING &
RESEARCH
LAYING THE
GROUNDWORK
CONTENT
ENGINE
AMPLIFICATION
PAID MEDIA
FEEDBACK
LOOP
1
2
3
4
5
6

8. 1. Laying the Groundwork
Align breaking news with business goals
• Identify key topics & search terms for real-time
monitoring
• Determine company & executive POV
• Designate paid budget for breaking news
Gather resources
• Draft canned commentary
• Outline blog posts
• Branded template
• Train spokespeople
• Press list of media friendlies
• Confirm UTM codes
• Set-up retargeting pixels
• Q/A biddable campaign
• Identify a generic budget
and paid search ad copy
style
AUDIENCE AND REAL-TIME INSIGHT
…INFORMS CREATIVE POSITIONING & MESSAGING…
…TO BUILD UNIQUE, AUTHENTIC STORYLINES

9. 2. Research & Audience Listening
2.
1.
1. PRESCIENTHEARTBEAT
Analyze past headlines
• Industry news
• Competitors news
• Investor & analyst predictions
Internal research
• Industry roadmap
• Product roadmap
• Executive vision
Predict future news
• New market developments
• Competitor news
• Industry news
• Geopolitical developments
• Seasonal news
Build audience
• Influencer & news monitoring
• Proactive keyword listening
• Interest-based listening
• General audience insights
• Conversational analysis
• Brands social audience
• Hashtags usage

10. 3. Content Engine
Content
Brand
Position
Audience
Passion
Trending
Topic
CONTENT
ACTIVATION
Create real-time content based on what’s
trending within a specific audience segment
BRAND POV
COMMENTARY BLOG
CREATIVE
SOCIAL
AD COPY

11. 4. Amplification
Storytelling across channels
• Share commentary with journalists
• Place bylined articles/editorial opinions
• Draft blog post
• Create social-first images
• Launch paid campaigns (search, display,
social)

12. 5. Paid Media
SOCIAL
NATIVE
SEARCH
DISPLAY
READY SET GO - CHECKLIST
• Topics and search terms
• Budget pre-approval
• Tagging structure
• Retargeting pixels
• Imagery
• Approved content
• KPIs
Amplify content through
influencers, communities
and advertising
Answer the search
queries of your audiences
with relevant ads and site
content
Target your audiences
where they actively
consume content
Magnify content by
serving with contextual
relevance that looks and
feels like partners site

13. 6. Feedback Loop
Generate,
highly-
relevant
demand
PAID MEDIA
Retarget engaged users
Extend life of content
with native ads
Content Syndication
THOUGHT LEADERSHIP
Blog posts
Executive bylines
INFLUENCERS
Stay in contact with newly
identified influencers
Propose partnered content
SOCIAL MEDIA
Create new content
assets
MEDIA RELATIONS
Update commentary bank
Be an ongoing resource to new contacts
REPEAT
Measure
Iterate
Test again

14. Newsjack Timeline
Ongoing:
• Bank new comments
• Pull search query
reports
• Identify and size
RLSA opportunities
• Place native ads to
extend content life
Within 30 minutes:
• Create commentary draft &
relevant search ad copy
• Identify Blog/Site URL to
drive people
• Research keyword volume
and set potential budget
Clock starts: Flag
a relevant news or
conversation
opportunity
Daily: Real-time audience
and news monitoring of
relevant topics
Within 1-2 hours:
• Coverage publishes
• Post blog
• Social engagement
• “Take over” keywords
• Rotate in relevant banner
ads for retargeting
Within 60 minutes:
• Commentary & ad copy
approved
• Media teams shares with
reporters
• Social share card created
• Confirm blog outline
• Q/A biddable campaign with
auto tagging enabled
• Add UTM Tags to any social
posts
• Add retargeting pixel to URL
to retarget audience

15. Q&A

16. Thank You
Dara Sklar, LEWIS - Dara.Sklar@teamlewis.com
Nicole Allen, LEWIS – Nicole.Allen@teamlewis.com