UPDATE: 3 45 p.m. -- The Obama campaign's ad buy is only for one day, href="http://www.politico.com/blogs/burns-haberman/2012/05/obamas-bain-ad-a-day-engagement-123398.html" target="_hplink">according to Politico, making it more of a play to earn media coverage than a real paid ad campaign intended to persuade voters.
Our job now is to not only capture that earned coverage, but also to teach clients how to be layman journalists as they create messages for those new spaces and embrace the "Micromedia Mindset".
Penzey's post-election statements — including a follow-up e-mail telling Trump supporters, "You just voted for an openly racist candidate for the presidency of the United States of America" — went viral, earning coverage everywhere from USA Today to Fox News.
That earned coverage was the backbone of the project.
As a news event, it had but a brief moment in the sun, mostly earning coverage in religious media.
Soon enough, photos of Ella staring at Powell's paintings starting making the rounds online, earning coverage from Boston Magazine and Mashable.
The online-only campaign earned coverage from dozens of news outlets and sent the Haley campaign on defensive, all objectives many media consultants typically claim can only be accomplished using television advertising.
In 2012, earnings of $1,130 are required to earn one quarter of coverage.
Disasters, particularly those epic enough to earn round-the-clock news coverage, are a fast way to get donors to open their wallets.
Such "covenants" vary, but the important ones are those that either prevent a company from borrowing too much (known as leverage covenants), or force it to earn enough to pay interest (coverage covenants).
