There’s a petition, a video, a flash drive and some nimble talking points - the Republican National Committee was quick to launch a well organized and imaginative effort to counter Hillary Clinton’s presidential campaign. And it has paid off.
“In three days, the RNC accumulated an impressive $9.9 million in earned TV media and 1,675 individual hits across TV and radio,” Sean Spicer, communications director, revealed Monday.
This is the art of buzz, and buzz worthiness. For the uninitiated, earned media is essentially the equivalent to free publicity gained when journalists and broadcasters report on the activities and outreach of an organization. Nielsen classifies earned media as one of the most valuable tools in the marketing arsenal. People place more trust in it that traditional paid advertising. And for the RNC, it was a rewarding experience.
The “Stop Hillary” video” was rebroadcast on Fox News, CNN, MSNBC and the Big Three broadcast networks, along with all major Sunday talk shows. News of the video also led the Drudge Report for a time. That generated $3.8 million alone, according to Mr. Spicer’s research.
Reince Priebus, the seemingly indefatigable RNC chairman, was featured on “Fox and Friends.” CBS’ “Face the Nation” and multiple local markets - generating $5.2 million in earned media.
And among the publicity bargains: the organization spent $2,900 on computer flash drives containing Stop Hillary fare - an idea picked up by the three Sunday talk shows, “today” and others. The publicity was worth $581,000.
It looks like Republicans are only just getting started, and the potential lies all in the details, and relentless coordination.
“There’s more to come this week including bracketing Hillary’s events in Iowa and distributing #StopHillary koozies at a Nationals game on Thursday,” Mr. Spicer advised.
• Jennifer Harper can be reached at jharper@washingtontimes.com.
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