SBDC Webinar: Media Matters 101: Earned Media vs. Paid Media

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SBDC Webinar: Media Matters 101: Earned Media vs. Paid Media

January 20, 2022 @ 10:00 AM - 11:00 AM

Presenter: Stefanie Santos McLeese

The power of media has never been greater, due in large part to the social sharing opportunities, which are seemingly endless. A news clip no longer exists only in real-time, as it can be shared indefinitely. Paid media opportunities run the gamut from billboards to non-skippable digital ads on streaming platforms. In this session, global PR & brand strategist, Stefanie Santos McLeese, will share a high-level look at the best practice PESO Media Model (Paid. Earned. Shared. Owned.) and talk through the difference between earned media and paid media. She will offer some filters for considering which might be a better fit for you at various points in your business development journey, and also discuss some tips for success in each of these efforts.

The webinar will be approximately 45 minutes of presentation time followed by Q&A. Participants will be able to ask questions in the chatbox, which will be addressed at the end of the presentation, moderated by a member of our team.

Date: Thursday, January 20, 2022
Time: 10 – 11 AM

*After registering, you will receive a confirmation email containing information about joining the meeting.

PLEASE NOTE: this webinar will be recorded and may be shared publicly. By registering for this webinar, you understand that your questions or comments shared during the webinar will be recorded and shared in a public domain.

Stefanie Santos McLeese is a multi-cultural, intuitive brand strategist who began her career by quickly growing within a variety of corporate communications roles for national & global brands based in the Dallas market. She led the development of a national, bilingual media campaign at the National Office of Mothers Against Drunk Driving and Spanish-language media relations in the South-Central US region for Nissan North America. Santos McLeese launched her consulting practice in 2011 and has since been a trusted advisor to some of Dallas’ top PR firms, and to the communications execs at the global ag processing company Archer Daniels Midland, as well as UIUC’s Gies College of Business, School of Information Sciences, and Extension.


January 20, 2022
10:00 AM - 11:00 AM