Media Matters

It’s a growing lament from communicators who are on the hook for developing more and more original content:  Where do I find it? For many brands, the content is hiding in plain sight.

It’s a fairly new theory that PR executives are increasingly buying into: EC = MC, or every company equals media company. But it’s a different story among senior managers, many of whom continue to view digital media and social messaging with a jaundiced eye—and budget accordingly. But communicators cannot be deterred. They need to develop robust media strategies that embrace both earned and owned media, the latter of which is hiding in plain sight. Communicators need to leverage the content (that’s within the four walls) and convert the content into Thought Leadership efforts. Below are several tips for how to craft such media programming.



This article originally appeared in the January 19, 2015 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.