Author Archives: Sarah Skerik

Trend ID Algorithms: What Communicators Need to Know

During the height of the Occupy Wall St. movement, some speculated censors were at work, because the related hashtag didn't trend.

During the height of the Occupy Wall St. movement, some speculated censors were at work, because the related hashtag didn’t trend.

Trend ID algorithms - such as the one powering trends on Twitter - reward spikes,  which is why Occupy didn't stand a chance against a Kardashian wedding.

Trend ID algorithms – such as the one powering trends on Twitter – reward spikes, which is why Occupy (the cobalt blue line, with consistent levels over time) didn’t stand a chance against a Kardashian wedding (purple line), Steve Jobs (yellow) or a popular hashtag used by individual tweeters (grey.)

You may not realize it, but much of what you see online is determined by the algorithms that power search engines and social networks.  Designed to surface the information that is most compelling, and likely to get you to read the article/view the video/take the survey – and then share it with your friends – algorithms are doing more than serving information.  They are shaping journalism and arguably, having a negative impact on democracy, according to Heidi McBride, a senior member of the faculty of the Poynter Institute and Gilad Lotan, chief data scientist for Betaworks, during the discussion they lead at South by Southwest.

“Trend identification algorithms are all over the web,” Lotan stated. “We have to think about the power they encode, and that is the power to draw attention.”

Learn more about how the digital evolution has impacted newsrooms and journalism by viewing our on-demand webinar, “The Evolution of Media: How Newsrooms are Adapting to the Ever-Changing Digital Environment.”

On web sites everywhere, data scientists are using algorithms to find and display content that is likely to draw readers and inspire social sharing (thus drawing more readers.)  These numbers have an economic impact – after all,  Google, Facebook, CNN and the New York Times are all add-supported, and more visitors to their web sites (and visitors who stay longer) equal more ad impressions, and thus, more dollars.

In building the trend ID algorithms, data scientists are looking for trends away from the norm.

“We look for spikes, things out of the ordinary, outliers,” noted Lotan. “And activities around celebs spike much more dramatically than other conversations.”

There’s a self-reinforcing effect as the journalism companies respond to the algorithms, as the algorithms have an economic effect on the journalistic companies, effectively steering news coverage.

Lotan reminded us that algorithms are created by humans, and thus may reflect their creators’ biases or preferences.  Additionally, he noted that algorithms can be selectively manipulated, citing as a case in point changes Twitter made when Justin Beiber was constantly trending, causing user complaints. The team changed the algo, making it more difficult for Beiber to trend.  Another example of selective algorithm manipulation happens on the search engine side of the house, such as when Google penalized JC Penney for poor SEO practices by dropping the Penney website to the bottom of the rankings heap.

What’s needed, McBride and Lotan posited, is more public understanding of how these algorithms work, and more transparency from the companies employing them.

“The companies that control our attention to so without any transparency,” McBride stated. “We build our understanding of ourselves and the world around us through the stories we tell, and if algorithms only reinforce certain types of stories, it reduces our understanding of ourselves and our communities.”

The session did offer one important tactical take-away for brands.  Stories take hold fast and algorithms reinforce this.  If a problematic story is gathering steam, swift response is absolutely essential. The more quickly you can correct information, the more quickly the entire news democracy can reference that information as the topic trends.  But if you miss the gap, your message will be left by the wayside. Click to register for the our free webinar on March 20 at 1:00 ET.

Click to register for the our free on-demand webinar 

You can also read more from this session on The Guardian’s extensive recap.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

Beat the Clock: Investigative Reporting In the Digital Age

 

Charles Robinson of Yahoo! Sports and Pete Thamel of Sports Illustrated swapped  war stories at SXSW this year.

Charles Robinson of Yahoo! Sports and Pete Thamel of Sports Illustrated swapped war stories at SXSW this year.

 

What has changed about investigative reporting in today’s fast-moving, socially-fueled digital environment?  To hear Charles Robinson (@charlesrobinson) a senior investigative reporter for Yahoo! Sports, and Pete Thamel (@SIPeteThamel), a senior writer for Sports Illustrated tell it, the answer is, “Just about everything.”

The two hosted a discussion titled “Investigative Reporting in the Digital Age,” at South By Southwest, drawing a packed house.

The day the news cycle changed 

Thamel set the tone, telling about a stint at a Dallas-based freelancer in the early 2000’s during which he acted as a stringer for the New York Times, pursuing a story about a missing Baylor basketball player that quickly turned into a story of murder.   In the days after the story broke, there were no new developments, and he had his nose to the grindstone, pursuing people who knew the player and suspect.  Progress was slow, until he got a call one day from the Times, telling him that the Dallas Morning News was reporting a significant development.  Thamel pushed back, saying he had read that paper cover to cover, and there was no story.

It turns out, the Dallas Morning News published the breaking news development on their web site.

“What!?!  They put it out there on the web before the paper!?”  Thamel recalls saying.

“It blew my mind,” he told the audience. “That was the first time the news cycle changed.

The two agreed that digital media has increased the clock speed of the news cycle, and the competition for not just stories, but for details.

“You ‘re not alone in your reporting,” said Robinson. “ Eveyone is out there digging.”

Deep background & social media 

Robinson told an entirely different tale, about the utility of social media in investigations.  He was on the cusp of breaking what would have been a blockbuster story about a high-ranking person in NCAA basketball placing bets on their school.   But to be absolutely certain of the identity of the person captured on video placing bets, they needed to see some more casual pictures of her – everything they had were polished head shots showing the woman in professional attire.

On her son’s Facebook page, they found current photos with which they were able to confirm the identity of the person on the video — she was the official’s sister.  The women looked uncannily alike, however, the reporting team noticed subtle differences between the two sisters in the casual images on Facebook.   The person on the video was the sister. There was no story, after all.

“Literally, in one day a story was born and it died – all because of what we can do digitally,” said Robinson. “Digital journalism saves you money, and it can save your [behind.]”

Social media is a tool, not a primary source

Ultimately, the mechanics of investigative journalism haven’t changed – the reporter develops a list of people, and talks to him.  However, social media provides a treasure trove of information for reporters and very helpful both as a starter tool for an investigation, as well as for background

Data mining through social media has added a ton of value for investigative journalism, Robinson noted, significantly shortening the time needed to build a story

“You can come to understand who people are,” Robinson told us in describing how he uses social media to get a sense for the people he’s researching.  “They will tell you who they are, their likes and dislikes, where they’ve worked, what they were doing – it gives you a sense of who the being is.  It gives you a head start that you didn’t have 10 years ago.”

Learn more about how the digital evolution has impacted newsrooms and journalism on our upcoming webinar, “The Evolution of Media: Howe Newsrooms are Adapting to the Ever-Changing Digital Environment.” 

Click to register for the our free webinar on March 20 at 1:00 ET.

Click to register for the our free webinar on March 20 at 1:00 ET.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

Trust at Scale: Harnessing Authentic #Advocacy for Your Brand #SXSW

influencers v advocatesMedia fragmentation and information overload stymies ad effectiveness. Consumers are ignoring digital ads, and overall, trust in brands is declining, a trend which according to the Edelman Trust Barometer, is accelerating.

Influecers vs. Advocates

How can brands convey communications in a trustworthy matter that resonates with their audiences?  The key, according to Jim Larrison (@jlarrison) of Dynamic Signal, is advocacy, and this doesn’t simply mean paying an industry bigwig to tweet on your brand’s behalf.

Jim’s presentation centered on importance of finding passionate advocates amongst employees and the “mid-tail” of the influence spectrum – connected people who have enough social media pull to move the needle in a particular sector, and who really care about the industry or segment.

These trusted peers who are talking about relevant topics have the real ability to drive individual behavior.   And those ‘trusted peers’ include employees, who have significantly more credibility than the C-suite, according to the aforementioned Edelman Trust Barometer.

Why advocacy works is simple: it’s centered on trust, and done well, it’s trust at scale [tweet this].  But brands and marketers need to realize they’re not renting trust – it’s not a transactional relationship.  Herein lies the challenge, because most marketers today stop marketing at the buy.  They are optimizing for the purchase event, not building advocacy.

Rewards for advocacy can be surprisingly simple

The rewards advocates value are simple.  Employees are motivated by simple recognition, as are brand fans and followers.  Access to unique content and authentic relationships are also rewards they value.  And tangible rewards – membership in a group, swag and prizes, are also important — but not as much as the recognition and access.

Marketers who develop advocacy programs dramatically increase marketing effectiveness.   In addition to being authentic and credibility, empowering and cultivating advocates also covers more surface area within the marketplace.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

A Twist on Crisis Planning: When Allies Attack

You’ve heard the adage “Familiarity breeds contempt,” and arguably, there’s no place it’s more true than in the realm of online opinion.  Today at SXSW, a session titled “Breaking the Mold: What to Do When Allies Turn” tackled the subject of frangible online alliances, and what to do when things go south.  The discussion was lead by:

  • Jehmu Greene, TV Commentator & Media Trainer at Fox News (@jehmu)
  • Joanne Bamberger, Editor/Publisher, Broad Side Strategies (@jlcbamberger)
  • Sally Kohn, Writer & TV Commentator, Movement Vision (@sallykohn)
Mmes Kohn, Bamberger and Greene.

Mmes Kohn, Bamberger and Greene. (Sally, thanks for making sure I knew who you were, but I recognized you from Crossfire. Just saying.)

Dealing with blowback is never fun, but when people or organizations that were you thought were in your corner turn the tables and attack, working through the situation can be demoralizing.

Kohn advised getting in front of potential problems by building credibility and goodwill within your community.  While goodwill won’t insulate you from online attackers,  building a credible and engaged network is a way to develop virtual comrades-in-arms.

When haters go “all sharknado” on you, it’s important to remember their motives, advised Bamberger.

“Haters are all about control,” Bamberger advised. “It’s not about you, it’s about them trying to stake out their territory.”

Kohn referenced the “Disapproval Matrix” created by Ann Friedman as a guide for discerning the difference between critics and haters.

Sussing out the difference between critics and haters is an important tactic in managing online attacks.  Critics care about the issue, and on some level are offering constructive feedback.  Haters, on the other hand, care more about themselves.  Embrace critics, and try to tune out the haters.

Planning for controversy is also crucial, all three agreed.  Anticipate reactions and have your facts locked down.

When dealing with rampant haters – the avalanches of nasty tweets and relentless evil e-mails – all three offered tips while also acknowledging the fact that meanness stings.

“Laughing at them takes their power away,” said Kohn.

” If you step in it, remember that $#*^ can be wiped off a shoe.” Greene agreed.

Ultimately, if everyone is agreeing with you, you’re not making an impact Greene reminded us.  Challenging conventional wisdom is leadership, and Kohn noted that sometimes, being liked isn’t part of that equation.

“You can’t worry about being liked,” summarized Kohn. “Negative blowback is one of the costs of leadership.”
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

The Secret to Real-Time Storytelling Revealed at #SXSW

What’s the secret sauce for real-time storytelling? Telling a story as it unfolds requires significant planning.  At SXSW today, I got a look behind the scenes at the making of the Melbourne Remote Control Tourist campaign, an extraordinary piece of work masterfully produced by Clemenger BBDO Melbourne, Tool and Exit Films for Tourism Victoria. Our guides were:

Dustin Callif, managing partner of digital, Tool North America

Jason Nickel, interactive director & technologist, Tool North America

Jason Zada, director, Tool North America

Together, the three told the story of creating the Remote Control Tourist (“RCT”) an example of what they call real-time storytelling, which they describe as the merging of social media and live action, and having the audience impact what’s happening with a narrative.

The project started with the task of “curating the city,” which involved finding the best and most interesting things in Melbourne, but doing so with an eye toward the logistics of filming.

“You have to start from the standpoint that this will be something good that people will want to watch,” noted Zada. “The second you started being boring, people start leaving. When you are doing  a show like this, every single second needs to be as interesting as it can be.”

The user interface also required an extraordinary amount of work. There were a lot of moving parts, starting with an interactive map, into which the team built a lot of functionality including realtime updates on the RTC’s status as well as background  information and context for each location.  All of this was framed around the live video, and overlayed with near real-time social interactions.

The campaign exposed the fun and positive messages about Melbourne to more than 100MM people worldwide, and resulted in the world’s first crowd-sourced city guide.    Thousands of people made requests of the tourists during the live window, and the wide-ranging RTCs garnered some surprising celebrity cameos, too.  Despite the visibility generated, at the end of the session, Callif noted the value of high quality owned media and recognized that even more could have been done.

“There’s a PR hook in this stuff that needs to be capitalized on,” he said, noting that in the next project, he’d want to more emphasis on  leveraging the content to earn more attention.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

#SXSW Interactive 2014 : First Look At Trends & Themes

sxlogoWe’re in Austin this week for South By Southwest Interactive, which kicks off later today.

This event is one of my favorite of the year – for me, it’s a one-week crash course in what the future holds for anyone involved in the digital space.

A 360 degree look at privacy

Despite the fact that SXSWi is now firmly in the mainstream, and is no longer a funky little nerdfest, a look at emerging themes from this year show the event hasn’t strayed far from its roots.   The big story this year is our notion of privacy, and (more specifically) where privacy intersects with things like national security and digital marketing.

Edward Snowden and Julian Assange will both be addressing the digital faithful, via satellite.  (The Texas Tribune will be livestreaming Snowden’s address here: http://www.texastribune.org on Monday, March 10 at 11 CT.)

My partner in crime at SXSW - PR Newswire's VP of audience development, Vicky Harres.

My partner in crime at SXSW – PR Newswire’s VP of audience development, Vicky Harres.

Underpinning the focus on privacy is an emerging theme of “how to do what is right” with respect to user data and individual privacy.  On the one hand, organizations can use our individual data to provide us with customized experiences, relevant information and advertising that actually reflects things we care about.  On the other hand, some of these measures are designed specifically to separate us from our dollars, and let’s face it – some of it is creepy.  The panels and keynotes around privacy promise to make us think and, true to the SXSW spirit, some promise to stand conventional wisdom on its head.

The digital user experience

Web design evolves incredibly quickly, keeping pace with emergence of new platforms and devices we use to live our lives online, and I remain convinced that content creators (PR people, I’m talking to you too!) can learn a lot from the wizards of UXD (user experience design) – after all, they are creating the environment in which our content will be consumed.    This year it looks like personalization will be a consistent theme in the UX sessions.

Do it all differently, and better

Fostering innovation, continuous learning and recalibrating our organizations to absorb and captitalize upon the changes the digital revolution continues to bring are the focus of a large set of panels and keynotes.    After all, SXSW is first and foremost about change, but for change to happen, organzations and people need to be ready to embrace it.

How we’re covering SXSW:

Keep your eye on the Beyond PR blog – we’ll be posting updates over the weekend, and re-blogging posts from Beyond Bylines, our new media blog.

Vicky and I will be live-tweeting sessions via @PRNewswire and our own handles, @sarahskerik and @victoriaharres.

Additionally, we’ll be sharing pictures on the PR Newswire Tumblr too.

If you’re here, tweet us, we’d love to say hi in person.  And if you’re not, join us in spirit digtially as we dive into SXSWi!

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

Extreme Makeover: Press Release Edition

pr makeoverA colleague and I recently re-tooled a traditional press release into an entirely new type of message.  The goal of the message was to acquire new audience for a blog, in the context of promoting a live event.

We sliced through the copy, turning the most interesting fact we could find into the headline and moving brand and event info down the page.  The rationale? The headline has to first and foremost attract attention, but it has to do more.  It has to arrest readers and induce them to click and open the story.

Focus on why the message is important to readers, not what the brand is doing. 

All the branding and positioning in the world do little if the message isn’t consumed, so we moved the brand introduction (“XYZ, a leading provider of ….”) out of the lead, and instead focused on building reader interest.   We did this by focusing more on explaining why the event was important and interesting (provocative topics with lots of experts) versus what the brand was doing (holding the event.)

Offer one link as a call to action for readers 

I see lots of releases that start with a URL link to the company home page right at the beginning of the lede, an exercise which provides zero utility to the reader. Unless the home page strongly supports what the press release is about, chances are good that reader you just sent to your web site will leave immediately.

So in overhauling this particular release, we dialed back on the number of links. Instead of distracting readers with scads of links that in reality didn’t strongly support the key message of the release, we focused on just one link offering it as a call to action midway through the body of the release.

Results & how-to: 

The results were significant – engagement (as measured by reader interactions with content – e.g. click-throughs, shares, etc.) and total visibility were higher for this release than for all the others issued to promote the event, save one.

The breakdown of the makeover is included in the following deck, which was presented earlier this week on PR Newswire’s webinar (now available on demand) titled: Tactics for Maximizing the Results of Your Press Releases.

If you’ve been inspired to switch up your approach to (or uses for) press releases, I’d love to hear about it!  Post a note in the comments, and I’ll be sure to see it.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

Getting Press Release Readers to Take Action

Before-and-After-Page-Templates

Before and after landing page optimization results from MecLabs. Changes to how web pages are structured can significantly increase the results those pages generate.

Marketers know that slight tweaks to their web pages can deliver astonishing “lift” in the results those pages generate.  Moving a button to a different spot on the page and reducing the amount of text and other visual clutter increases the likelihood that page visitors will take the desired action, clicking on the primary call to action on the page. This is called ‘landing page optimization,’ and it’s an increasingly important field of digital marketing.  What’s the connection with PR? I’ll be talking about this in detail later today, on a webinar about new press release tactics.  (Join me, it’s free.  1 PM ET.  See you there?) but here’s the gist…

The press releases we issue become landing pages of a sort when they hit the wire and are distributed online.  They are hosted on thousands of web sites, and are the digital ambassadors for our brands, conveying messaging, branding, visuals and – importantly – links directly back to our web sites.

New press release outcomes 

As a result, many organizations are using releases to generate more than media coverage.  Driving social interactions that lead to improved search engine results is one potent new outcome for which brands are using the distribution of content.  Promoting content – such as blog posts and white papers – is something else we’re seeing more brands do with online news releases.   Generating leads and direct sales (such as app downloads and event registrations) is a third use of news releases we’re increasingly seeing.

Formatting press releases to encourage readers to take action

f map

Jakob Neilsen of the Neilsen Norman Group is the grandfather of online user experinece (“UX”) research, and has devoted considerable time to researching how people read content online.  His conclusion – people don’t actually read content online the same way they read long-form print. Instead of methodically reading each line, online readers scan content, using an F shaped pattern, spending more time at the top of the page, and then scanning the left side.

PR pros penning press releases can utilize this research to create more effective content.  When formatting news releases and other content destined to be distributed online, writers should pay attention to the following tips, taken straight from Neilsen himself in the article titled, “F Shaped Pattern For Reading Web Content:”

The F pattern’s implications for Web design are clear and show the importance of following the guidelines for writing for the Web instead of repurposing print content:

  • Users won’t read your text thoroughly in a word-by-word manner. Exhaustive reading is rare, especially when prospective customers are conducting their initial research to compile a shortlist of vendors. Yes, some people will read more, but most won’t.
  • The first two paragraphs must state the most important information. There’s some hope that users will actually read this material, though they’ll probably read more of the first paragraph than the second.
  • Start subheads, paragraphs, and bullet points with information-carrying words that users will notice when scanning down the left side of your content in the final stem of their F-behavior. They’ll read the third word on a line much less often than the first two words.”

It’s no surprise that the inverted pyramid of news writing and search engine optimization best practices also offer similar advice in terms of placing key information at the top of the page and using bullets and bold text to highlight information for readers.  Many press release writers, however, ignore this advice, instead loading lead paragraphs with long-winded boilerplate and hiding key messages deep within blocks of text.

I think it’s time to put our messages under the microscope.  We need to tune our press releases for our readers, not allowing competing egos or “the way we’ve always done it,” to add barriers to message effectiveness.

Learn New Tactics to Improve Press Release Results 

If you’d like to update your press release tactics, view our free on-demand webinar titled “Tactics for Maximizing Press Release Results.”

Learn how to create press releases that can compete with the best of the web’s content for audience attention. This webinar dives deep into press release tactics, including:

  • Writing headlines that do more than just grabbing attention – they inspire action
  • How to construct your news release copy to channel the interest of your readers
  • Strategies for optimizing content for maximum search engine benefit for your brand

Register 
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

26% of Press Releases Aren’t Optimized for the Digital Environment

PRN-Pulse-Poll_Release-Change_Feb2014Despite the explosion of digital media and the importance of online readership and search engine visibility, more than a quarter of respondents to an informal poll by PR Newswire report they have not changed their press release tactics.

The majority of respondents indicate they are updating their approach to how they write and structure their news release content.  The most popular tactics employed are embedding links that enable readers to either hop straight to a selected web page or encourage social engagement.

Incorporating visuals – the most effective means of driving press release visibility – is also an increasing popular tactic employed by PR teams.  As social networks and search engines continue to increase their emphasis on visual content, using visuals will continue to be an important and effective tactic.

Search optimization tactics continue to stymie press release writers, largely because the rapid pace of change employed by the search engines makes keeping pace with best practices a challenge.  (Related: 4 Keys to Creating Search Friendly Content.)

Learn New Tactics to Improve Press Release Results 

If you’d like to update your press release tactics, view our free, on-demand webinar titled “Tactics for Maximizing Press Release Results.”

Learn how to create press releases that can compete with the best of the web’s content for audience attention. This webinar will dive deep into press release tactics, including:

  • Writing headlines that do more than just grabbing attention – they inspire action
  • How to construct your news release copy to channel the interest of your readers
  • Strategies for optimizing content for maximum search engine benefit for your brand

Register 
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

2 Ways PR & SEO Need to Collaborate to Drive Results

In the PR realm, “SEO” often refers to the goal of getting a press release seen in search results. However, in reality, search engine optimization is much larger in scope, referring to the art and science of getting your company content (the web site and other assets) to appear at the top of internet searchers’ results pages (the “SERP” or “search engine results pages,) for the words that relate strongly to the business and attract likely new prospects.

One of the most potent ways to get to the top of the SERP is via earned media, and as we know, that is the realm of public relations. That’s also why leading SEO site SearchEngineLand ran a post today titled: 5 Tips For Working With A PR Firm To Build Links.

SEO and PR need to be on the same page.  Literally.

Earned media – whether in the form of social proof or traditional pick up – are the most important search ranking factors today.

In my mind, the article misses an important angle, which is this: SEO pros should work with the PR team (in house or agency) to align and integrate their efforts around the pages to which links are desired. The PR teams should have a table of the key URLs for which the company is developing optimization strategies, and the corresponding topic areas and relevant keywords. The public relations staff can (and should) include those URLs when pitching, penning posts and writing press releases, which will result in the eventual reference to those links in journalists’’ online posts and social shares.

Illustrate the value of earned media.

But we’re not done there. The SEO agency or team should reward the PR team – who, let’s face it, are often struggling to express ROI – by giving them a report illustrating the value of the media they earned. The SEO guys are measurement wizards – they know how many people visited a particular web page, and where they came from, and in many cases, what they did subsequently. They tabulate conversions and track revenue, and they can tell the PR team what out comes the media earned generated.

One could even argue that search rank should be a defined PR outcome, and you know what?  I would agree.

The barrier is education, not territory. 

Learn more about getting the most out of your press releases in today’s digital media environment on this free webinar on Feb. 26.

The article intimates at – and gives an unfortunate example of – the issue of territory. Many of the PR pros I work with aren’t thinking in terms of SEO and earned media, which is a crying shame, given the importance of earned media and social proof in the search engines’ ranking algorithms.

It’s not a territory issue; it’s an education issue, and a huge opportunity for PR to generate immense and measurable value for the brands they represent.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebooks Driving Content Discovery and  New School Press Release Tactics.  Follow her on Twitter at @sarahskerik.