I’d love to host a session focused on how brands can clearly define what they want to be known for and then actively track, defend and grow that authority over time using Meltwater.
I’m a senior marketing and PR strategist who has spent years helping organizations move beyond “more coverage” toward strategic, intentional visibility. In my work across agency and in-house roles, Meltwater has been a core tool I use to connect brand positioning, competitive intelligence, media outreach and real-time response in one cohesive strategy.
This session will walk through a practical framework I use with clients to:
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Identify the top three areas they want to own or lead
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Understand which competitors are competing for the same attention
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Translate those pillars into keyword-driven monitoring and reporting
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Proactively place stories that support those pillars and react quickly when target conversations break
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Track progress quarter over quarter to measure true ownership and know when to pivot
We’ll walk through how to establish these three pillars, map the keywords associated with each and set up Meltwater searches that include competitors, topics, geography and priority outlets. From there, I’ll show how I use alerts and reporting to guide both proactive pitching and reactive media engagement in real time.
I’ll also share a real-world case study from our work with Northern Arizona University and their new president, José Luis Cruz Rivera. By aligning leadership messaging to areas of authority and tracking relative keywords, we grew personal earned media mentions by ~28% year over year, resulting in 250+ earned media stories placed in key geographic markets on priority issues. With sustainability as a core pillar, we also increased sustainability-focused coverage by more than 31% year over year.
This type of strategy is becoming increasingly important as we move deeper into an AI-search focused economy. The keywords, topics and authority signals tied to your brand today will directly impact how you show up tomorrow.
Attendees will leave with:
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A repeatable framework for defining authority pillars
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A clear way to translate those pillars into Meltwater searches and alerts
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A stronger understanding of how to measure ownership versus noise
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Practical ideas for proactive and reactive media strategy that can be implemented immediately
My goal is for this session to be highly practical, grounded in real use cases and directly applicable to brands, thought leaders and everything in between.