By blending the benefits of earned placement with the strengths of owned media, content marketing can provide a unique opportunity to engage with an audience.
Stories by Scott Livingston
In our hyperconnected world, little is hidden from the public view. Most CEOs understand this, but they may benefit from an update on how the scope of public relations has broadened to meet the new stakeholder reality.
Much of the PR industry’s social media dialogue focuses on a platform-specific approach. However, I’m afraid that—amidst all these Facebook plans, Twitter strategies and Pinterest campaigns—PR executives and communicators have found themselves astray from truly strategic thinking.
When the dust of generalizations settles, we’re left with a world where millennials have increasing purchasing clout, and are buying all their stuff through social media. That means that, with a strategic approach to social media management, PR professionals have a great opportunity to cultivate and grow millennials as customers.
While so much has changed, what clients and customers want when it comes to conferences hasn’t. They want the right people to hear their message. And, ultimately, they want that message to lead to more sales for their organization.
In addition to rethinking how (and how often) we monitor for potential issues, how we organize to effectively manage crisis situations must also evolve. Issues management expertise is no longer sufficient to succeed in this environment.