3 Tactics for Generating Earned Media with Brand Content

NEW YORK, Feb. 13, 2014 /PRNewswire/ -- Digital and social channels are changing the ways people engage with and consume content. This shift in content consumption has had a profound impact not only on how news is produced, but also on what IS considered newsworthy and how much coverage a given topic gets.

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What does this mean for marketing and PR?

As the definition of "news" shifts, so must our traditional view of earned media. This presents both challenges and opportunities for brands looking to drive the conversation and connect with their target audience. Marketers looking to garner media coverage for their brands need to step up to the plate with different topics and formats that will capture reader attention and promote social sharing and conversation.

What can brands do to engage consumers -- and the media?

Brands looking to capitalize on the evolution of earned media need to completely revamp their content strategies -- and PR needs to update its pitches to match. Sarah Skerik, PR Newswire's VP of Content Marketing, will host a session at Tech Marketing 360 entitled The Earned Media Evolution: How Your Brand Can Capture Mind Share & Earn Attention. Skerik will share tactics to recalibrate your organization's marketing efforts to match the demands of the audience and inspire media attention, including:

• Monitoring for social trends to inform the content and editorial calendar: trending topics present opportunities to showcase and pitch content that was previously not considered "newsworthy"
• Promoting viral content and social sharing in your campaigns -- the media are active participants in social channels and are looking for content to curate and share
• Visual storytelling -- compelling multimedia and rich content are effective methods to tell your story in new ways, and capture finite audience attention and media coverage

Tech Marketing 360 kicks off on February 18 at the Ritz Carlton in Laguna Niguel, CA. To learn more and register: http://prn.to/SkerikTechMarketing360

About PR Newswire

PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 60 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content -- from rich media to online video to multimedia -- and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

Media Contacts:

Eva Rohrmann
Director – Product Marketing
201.360.6364  
[email protected]

SOURCE PR Newswire Association LLC