Tag Archives: brand journalism

Listening: The Foundation of Agile Engagement

Posted on November 1, 2011 by | 2 Comments

Agile engagement starts with listening.

Content is the cornerstone of today’s communications strategies, but let’s face it – if the content is off the mark or isn’t seen by the intended audiences, your efforts were for naught.   That’s why we consider listening, targeting and distribution to be key fundamentals for a truly agile approach to communications.   Today, we’re going to dig into listening.  Listening is truly the foundation of agile engagement.

Listening:

Here at PR Newswire, we use the term “Social Echo” to describe the way messages reverberate around (and in some cases are amplified by) our audiences. As messages enter the stream of conversations, they’re shared by people in networks, sparking other discussions.  I think we can all agree that social conversations can make or break brands and products. Buzz (positive or negative) is a powerful thing. But that’s not the only opportunity for communicators.

I monitor social channels for discussion about PR and social media. This screen lets me see popular subtopics within that broader discussion.

If we’re tuned into what our audiences are saying and what questions they’re asking, we should be able to influence the direction these conversations take. And, of course, “tuning in” really means listening.  But listening is a pretty broad term, so let’s break it down a bit.

First and foremost, it’s imperative that communicators understand what audiences are talking about, and what questions they ask. Doing so will enable you to communicate in their context.  Failing to do so means you run the risk of being the corporate equivalent of “that guy” with the demonstrated knack for saying the wrong thing at the wrong time.

Identifying hot-button issues and recurring industry complaints is another important exercise. In addition to identifying opportunities for the brand to be the hero, doing this on an ongoing basis helps communicators either avoid risky areas or meet them head on and mitigate the risks, depending upon whatever is appropriate for the objective. It reduces surprise.

Listening will also reveal to you the language uses – the keywords and phrases they use when discussing you segment and services – enabling you to literally be on the same page, which also delivers search benefits.

Where to listen:

  • Twitter – in addition for specific mentions, keep an eye peeled for discussions around new and established hash tags for your sector.  Making lists of key influencers can make Twitter more manageable, as can a social media monitoring dashboard (I use our own PR Newswire Media Monitoring service).
  • Forums and discussion groups – Discussion groups on places like LinkedIn and Quora are fantastic focus groups to which you should pay attention.  You may also find discussion groups hosted by leading publications or industry groups.
  • Search engines – okay, it’s not truly listening per se, but paying attention to what results surface for the keywords your organization has selected is a good way to keep tabs on competitors, influencers and fast-moving issues in your space.

Read our new white paper, “Earned Media, Evolved,” discussing how the transformed media landscape presents new opportunities for communicators to earn media.

Author Sarah Skerik is PR Newswire’s vice president of social media, and is the author of the free ebook Unlocking Social Media for PR.

→ 2 Comments

Posted in Agile Engagement

Tagged , , , , , ,

Brand Streaming: A New Approach to Agile Communications

Posted on October 31, 2011 by | 7 Comments

Social networks + owned media = an opportunity to generate potent earned media.

We can probably agree that public relations tactics have changed pretty dramatically over the last several years, responding to sea changes in information consumption, the role of professional media and the continuing impact of social networks.  Personally, I think one of the most useful ways to get our heads around what all this means to public relations is to envision a communications in the form of streams.

Tom Stein, the president and chief creative officer of Stein+Partners Brand Activation, an interactive digital agency, offered a good definition on the webinar he and I co-hosted last week.  Brand streaming, according to Tom, represents an agile approach to communications, shifting from episodic, campaign-based planning to an adaptive, always-on presence, and has the following attributes:

  • Content flowing from brand to constituent has become a real-time, always-on stream: and that content flows across channels to media influencers, social influencers, consumers, policy makers and decision makers
  • Content is streaming right back to the brand from the audience – full of insight and opportunity
  • Brands have the ability to effectively and proactively manage this brand stream with the ability to lead conversations, ensure brand coherence, protect reputation and drive results

One key aspect that’s at the heart of brand streaming is the opportunity for owned media published by a brand – press releases, white papers, articles, case studies, fact sheets, photos, infographics, etc. – to evolve into earned media, through social interactions.

This phenomenon carries with it another important factor communicators must consider – the entirely new patterns of influence that are emerging.  A well-connected Facebook fan can be a powerful amplifier of your messages, for example.  As a result, public relations professionals are being forced to rethink old paradigms, embrace new opportunities that demand entirely new ways of thinking – and to act and react in real time.

And this brings us back to the brand stream.  The always-on, realtime opportunities and connections demand a continual presence – and communications – from brands.  It’s an entirely different role, and an entirely different mindset.

Tomorrow we’ll delve into developing the content that forms the basis of a brand stream.

Related reading:  Taking a content-centric approach to building relationships

Author Sarah Skerik is PR Newswire’s vice president of social media, and is the author of the free ebook Unlocking Social Media for PR.

→ 7 Comments

Posted in Agile Engagement

Tagged , , , , ,

Taking a content-centric approach to building relationships

Posted on October 27, 2011 by | 6 Comments

Author Ninan Chacko is PR Newswire's CEO.

Marketing, today, is about driving closer, authentic, deep and meaningful relationships, on an individual level, between an enterprise and its constituents – customers, prospects, investors, business partners, key influencers, and more.

These constituents are far more informed; and as such, much smarter than ever before.  To that end, if an enterprise is unable to articulate its purpose, its ideals and values and how these impact the products & services it brings to market; if it is unable to offer something more than just its wares; and if it is only interested in being heard but not listening, the enterprise will never establish a true relationship with its constituents.

And without a relationship there is no basis for loyalty.

So how does an enterprise build this relationship?  By engaging its customers, its prospects, its investors and all other influencers in an interactive and iterative dialogue of which the foundation is content.

Content that tells stories, content that educates, content that informs an understanding of products & services, content that encourages participation, content that drives action – purchase, download, donate, view, share, and more – and content that builds community.

Today, enterprises are creating their own content – video, audio, multimedia, infographics, photography, etc. – and using technology platforms and content networks, such as those offered by PR Newswire, to deliver this content across multiple channels and to enable viral sharing of this content which helps shape a richer story that gets amplified over time.

The channels through which this conversation is happening are no longer limited to paid media, but rather a much broader, fragmented landscape of earned, owned, social and mobile media that complement paid media.

Importantly, each of these channels has different characteristics associated with it. As a simple example, Twitter has a message size constraint; it’s optimized for speed and for breaking information; whereas, a blog post allows a much greater amount of real estate to express a much richer and more nuanced version of a story and YouTube provides an entirely different, visual experience for the consumer.

So, content must be optimized for each particular channel – the style, the volume and the speed or the immediacy of that channel. That requires more than just a level of knowledge, individually, about these channels; it also requires a holistic, cross-media, integrated understanding of how to optimize and leverage all these varying channels to really make them work together, cohesively.

And when they work together – when quality content is delivered to the right target audience in the right formats that promote seamless consumption – it helps to coalesce interest across these fragmented mediums and drives response.

Content does not have to have a defined shelf life and should be republished, re-tweeted, mashed up, echoed, spur the creation of derivatives and as such drive continued conversation and engagement.  In fact, content that remains discoverable – a key role of owned media – grows in richness over time as more and more people engage with it.  This means the enterprise has to continue to monitor and engage to earn a continuing return from that initial content catalyst.

And lastly, the development of consistent performance metrics that measure the relevant indicators (click-throughs, registrations, downloads, etc.) of brand, reputation, demand and ultimately ROI, is key to the long term sustainability of such a content-centric approach.

Amplifying the content beyond the more obvious paid and owned media channels is a core insight.  Targeting and widely disseminating this content – via a trusted network such as PR Newswire’s – to the contextually-appropriate earned, social and mobile media publishers, gives your content even more credibility and will allow you to leverage many of the already established communities relevant to your content.

As my colleague Tony Uphoff at UBM Techweb puts it in a post titled Marketing as a Service, “Marketing as a one-way broadcast model, done in a series of campaigns simply doesn’t work anymore. Successful marketing today requires a content centric, conversational approach that engages and sustains a community of prospects, customers and vendors around mutual interest and the quality of the content exchange. In other words once a brand has engaged prospects and customers with a compelling story, this “community” needs to be sustained and nurtured. This shifts marketing from a project and campaign orientation to marketing as an ongoing service. The key is to be able to build, sustain and curate these communities and engage them on and off line.”

Author Ninan Chacko is PR Newswire’s CEO.

→ 6 Comments

Posted in Agile Engagement

Tagged , , , ,

Brand Streaming: The Need, Opportunity & Impact

Posted on October 24, 2011 by | Leave a comment

At PRSA this year,  I gave a presentation focusing on how brands are streaming their content today and how we need to think a little more strategically on how we do that.   We can’t simply post all of our content all over the place, but need to have a more focused stream for our content.    This is not an easy process today.  We not only have to be quick with content creation, but also agile enough to change up when the market moves.  Dave Armon from Critical Mention interviewed me about the presentation – that video is at the top of the post, and my presentation deck is below:

Streaming The Brand: The Need, The Opportunity, The Impact

Keys communicators need to keep in mind when developing the content to support their brand’s stream:

  • People love a good true story
  • Developing and maintaining the audience’s trust is paramount (no one will pay attention if they don’t trust you!)
  • Make the content accessible: easy to find, view and use.

Learn more about managing brand streams at this week’s FREE webinar hosted by  PRSA and PR Newswire:  Streaming Your Brand: Managing Brand Conversation and Cohesion in a Real-Time World

Thursday, October 27, 2011
Time: 12:00 PM Pacific, 1:00 PM Mountain, 2:00 PM Central, 3:00 PM Eastern
Duration:Approximately 45 minutes

About the Webinar
Content flowing from brand to constituent – and constituent to brand – has become a real-time, always-on stream…streaming across channels to media influencers, social influencers, consumers, policy makers and decision makers, and then streaming right back to you – full of insight and opportunity.The ability to more effectively and proactively manage this “brandstream” has much to do with your ability to lead conversations, ensure brand coherence, protect reputation and drive business results. From targeting to distribution to analysis, from social to traditional, the technology and tools now exist to allow you to unleash real-time communications and content opportunities like never before.

Join us as we take a closer look at the essential tools, tactics and practices to help you manage and empower your brandstream.

Presented by:
Tom Stein, President and Chief Creative Officer, Stein + Partners Brand Activation
Sarah Skerik, Vice President, Social Media, PR Newswire

→ Leave a comment

Posted in Digital Content

Tagged , , , , ,

SXSW Panel Picker: Vetting Content in the Age of Social

Posted on August 18, 2011 by | 1 Comment

Content credibility in the social age. Who's vetting it? A proposed panel for SXSW 2012. Click the image to access the SXSW Panel Picker and cast a vote for this panel!

Update!  Our panel was picked!  Add it to your SXSW 2012 schedule:

http://schedule.sxsw.com/2012/events/event_IAP9214

 

We all know them – the inveterate forwarder of e-mail “news.”   They dutifully forward prayer requests for grievously injured children or animals, histrionic political diatribes and proven hoax after proven hoax.  Despite your best efforts, they refuse to visit Snopes or make any effort to verify the veracity of the messages they forward to their entire address book.

I have a family member who I believe is one of the leading sources of e-mail spam,  so prolific is she in spreading email missives.   Where does she get this stuff?  Who is she believing?  Who is influencing her behavior?

Her friends.

Let’s face it.  As much as we love our family and our friends, a lot of people we know aren’t terribly judicious in the content the like, share and forward.   They don’t check the truthfulness of or question the biases in the information they share.  They aren’t skeptical.  They seem to inherently trust the information they find online, believing that there’s safety in numbers. They reason  if 10,000 other people liked or shared this tidbit, it must be accurate.

Sharing news and information on social networks is popular.  But as Facebook, Google+ and other networks refine their user experiences, they’re enabling us to create walled gardens around ourselves.   We can quite literally choose to hear (or read) only what we find appealing or agreeable.

Information – especially that we receive from people we trust- influences our behaviors, helping us determine what to buy, to which organizations we should donate, and for whom to vote.  Herein is the reason why the uncertain outlook for news media is so disconcerting.  Without professional journalists to ask tough questions and sniff out stories, society will suffer.  Who will look into dark corners and find out what’s going on behind the closed doors of local school boards, civic governments or corporate boards?  As a whole, as a society, we’ll be less informed.

These are just some of the reasons we’re proposing to delve into the vetting of content – either by friends or professionals – at South By Southwest Interactive next Spring.

Titled “Vetting in the Age of Social: Who do you trust?” and featuring a panel of media experts, including  Tony Uphoff, CEO of UBM TechWeb, and CNN’s Alicia Stewart,  the session proposes to delve into what makes trusted content, and implications for brands.

We think this is an important conversation communicators need to have, and there’s no better forum than SXSWi.   If you agree, please visit the SXSW Panel Picker, and give this panel the thumbs up.

Link: SXSW Panel Picker 2012

Author Sarah Skerik is PR Newswire’s vice president of social media.

→ 1 Comment

Posted in Uncategorized

Tagged , , , , , ,

Building Enthusiasm & SEO: A Worthy (and Measurable) Outcome for PR

Posted on August 16, 2011 by | 2 Comments

The hobbyist blog "Robbie's Kitchen" trumps big brands in search engine results.

Increasing buzz and positive sentiment around a product, concept or idea is nothing new to the field of public relations – at its core; PR is all about influencing opinions one way or another.  In today’s digital age, we’re able to more strongly tie influence to outcomes.  In the past, clip books measured the degree to which messages saturated media.  Sentiment analysis and the volumes of conversation in online channels take it a step further, indicating whether or not conversations with the desired tone are on the rise (or, conversely, dropping, depending upon the desired outcome.)  And we can take things a step further, by focusing on building and harnessing authentic enthusiasm.

From a search engine and social media standpoint, it feels to me that we’re finally coming full circle with respect to the power of user generated content and the interconnectedness of social networks.  In other words, building (and linking to) enthusiast content, and connecting that content with key audiences is fast becoming a very good idea.

There are a few reasons why this is the case, and I’ll start with search engines.  I’ve been musing on a series of blog posts appearing on SEOmoz earlier this month.  If you’re a frequent Googler, you’ve probably noticed the results you see “feel” different lately, as the big engine continues to tweak its algorithms. I’m not expert enough to quantify what I perceived as different on the SERPs (search engine results pages) my searches generate, but the folks over at SEOmoz are.    A recent blog post titled “A Theory About Google: Authenticity and Passion as Ranking Signals,” nailed it.

In the post, author and SEOmoz chief Rand Fishkin noted he’s “…been getting the sense that there’s something new in Google’s algorithm – a metric or set of metrics that looks for some form of authenticity in a site and passion in the content created on a page.”  Common traits of the sites he’s spotted in high in the SERPs that don’t seem to fit the profile of a traditionally optimized web site include:

  • The web site is often a small, personal or niche website and is a lengthier article or piece of prose, usually rich with images and well-formatted
  • There’s almost always a sense that the piece is less commercial and more personal than other results, particularly in commerce-focused queries
  • The result feels like it has no SEO whatsoever, often not even a focus on keyword targeting or on-page work. It almost seems to rank in spite of itself, or the lack of knowledge the author/creator has about the rankings process
  • It’s almost always interesting and enjoyable; like stumbling across a great independent shop in the midst of a big-brand retail district (emphasis mine.)

So, to boil this down, Fishkin is saying that Google is somehow managing to show honest and enthusiastic content that doesn’t tick the boxes on the usual criteria for high rank in search results.

This is good news for anyone who creates content, including public relations.

All around us are people who love, geek out on and are passionate about the topics our brands and organizations are promoting – even the most seemingly mundane.

To experiment, I searched a number of mundane terms that I don’t believe I’ve ever used.  I upped the ante by using my work, rather than home, computer, because I don’t do much non-work-related searching on that machine (important, because Google personalizes search results.) I also logged myself out of Google.

  • Search query:  “laundry tips stains”
  • Result: A link to “Robbie’s Kitchen,” a hobbyist blog, was ranked #4.
  • Search query: “vegan tips”
  • Result: The VeganHacker blog was number 6 in the results.
  • Search query: “hiring a CIO”
  • Result: A link to tech enthusiasts Scott Burkett’s blog was number 5 on the SERP.

These blogs all had strong competition from big brands and publishers. Yet all had managed to land “above the fold” placement in search results, ahead of some of the big names.   In my mind, this underscores the absolute requirement for brands to develop authentic voices – both in social networks, and in the content they produce.   All shared the characteristics Fishkin noted.

Ultimately, good content is appreciated by your audiences – it’s eagerly consumed and readily shared – facts which don’t go unnoticed by search engines.   And search engine rank – and the resulting qualified site traffic – are very measurable.

So, from a PR standpoint – and, let’s face it, from my standpoint as the person who’s coordinating a lot of public facing content for my own brand’s social presences – here’s what I’ve taken away as my imperatives:

  •  Enthusiasm is a key content requirement.
  • Redouble efforts to find the enthusiasts within my own company.  Good content needs a heavy dose of true love.
  • Continue to find and connect with passionate people outside the company.   Curating their content – along with my brand’s – and sharing that information with my audience provides value and creates goodwill.
  • Edit for interest.  This will be harder, because anyone who’s edited “corporate” messaging knows it can be horrifically dull and stilted.  I’m hereby holding my red pen to my heart and swearing I won’t approve boring stuff.

What tips would you add for amping up the enthusiasm factor in the content surrounding your brand?

Sarah Skerik is PR Newswire’s vice president of social media.

→ 2 Comments

Posted in Digital Content

Tagged , , , , , , ,

How the Company You Keep Determines the Search Results You See

Posted on June 23, 2011 by | 9 Comments

A blog post titled “Social Annotations in Search: Now your Social Network = Rankings” on SEOMoz yesterday stopped me in my tracks.  The post, authored by SEOMoz chief Rand Fishkin, described in detail how Google uses the activities of the people in our personal social networks to influence the search results we see.

“The socialization of search is more than just Tweeted URLs or Facebook Likes or LinkedIn Shares having a positive first/second-order impact on generic rankings,” Fishkin notes in his post. “It’s about influencing your social graph to see the content you share in their search results.”

Here’s an example.  The first image is my Google SERP, produced when I’m logged into my Google account (click on each to see a larger, clearer version):

Personalized search results from Google for the term "content marketing strategies"

The second image is my SERP for the same search term, produced when I’m logged out:

Results from Google for the same search term, but with personalized results turned off.

As you can see, the results are different.  Content from some colleagues of mine is featured prominently in the first result.   In this case, my friends Vicky and Sean are exerting direct influence over what content I see.

Simply put, search engines are making the assumption that internet searchers would like to see relevant content from people they know – namely, the people they, follow on Twitter and Quora, are friends with on Facebook, share connections on LinkedIn and who populate their address books – and are putting relevant content shared by those people at the top of the search results we each see.

A look at my Google account settings. Google "found" my Quora account and prompts me to add it to my connected accounts.

Google isn’t alone in using the social graph to influence search results.  Facebook and Bing have teamed up and are starting to roll out a variety of features in Bing search results, including the display of relevant items liked by the searcher’s Facebook friends.  The two companies describe their approach as one that adds personal recommendations from people you know to your search results, in order to aid decision making.

Well, this is a bit of a game-changer for brands, in a few different ways.   For anyone concerned with marketing communications and public relations, this is big news.   And for brands, I think the message from the search engines is clear.

1)      Developing credible presences on networks like Twitter and Facebook is now an imperative.

2)      Encouraging employees to build their own professional presences on social networks is officially a very, very good idea.

Back to what the burgeoning influence of the social graph on search results means for communicators.

  • For a savvy media pro, a credible and authentic Twitter presence is the new Rolodex.  A vibrant social presence – in which connections with media, bloggers and analysts are cultivated – can keep one top-of-mind with people who really matter, and can mean your messages – the press releases you tweet, the thoughtful answers you leave on Quora, the content you share across networks – will be seen in your connections’ search results.
  • For brands seeking search engine visibility, the benefits of a robust social presence are clear – developing social connections with stakeholders (journalists, bloggers, customers, employees, etc.)

Something else brands need to consider is the importance of the conversations occurring in social channels.  How people describe, discuss and refer to a brand or industry segment is going to affect search results.  Brands need to monitor social media and stay on top of the ongoing conversation – changes in audience sentiment or vernacular can have a real-time impact on search results, and can also offer a tuned-in brand opportunity to connect and capitalize upon conversation trends.

The underlying trend is a relentless drive toward authenticity by the search engines.  Powered by the sharing and interaction of the social layer, content sharing and the language we each use when we share content are rapidly becoming the equivalents of backlinks and metadata to SEO seven years ago:  these factors play a key role in how search engines evaluate, index and display content in search results.

Within this authenticity trend is another important opportunity for organizations to shape the conversations in the social network, and that is brand journalism. Brands that can identify interesting people and stories within their businesses and tell those stories authentically will be a step ahead of everyone else in the online visibility game.   Content that is interesting and unique captures audience attention, and they are likely to share it with their connections.   Audiences aren’t fooled by puffery, however.  A successful brand publishing strategy absolutely has to make content quality its cornerstone.

Author Sarah Skerik (@sarahskerik) is PR Newswire’s vice president of social media.

→ 9 Comments

Posted in Uncategorized

Tagged , , , , , , ,

Brand Journalism: Ethics, Opportunities & Outcomes

Posted on March 13, 2011 by | 13 Comments

Brand journalism discussion at SXSW: notes captured on a white board

Brand journalism was the topic of two packed sessions at SXSWi yesterday, and common themes – including umbrage at the use of the word “journalism,” the imperative for brands to engage in reportage and storytelling as part of their content marketing strategies and concern around how brands and content would be policed – were repeated by both panels.

The panelists, and the related hashtags:

#curatedebate

#brandjo

The sessions were both moderated by powerhouse journalists from NPR – Tom Ashbrook and Bob Garfield – and both were strong, passionate and exquisitely well prepared moderators, picking up the conversation by the scruff and challenging the speakers along the way.   Tom and Bob, as well as panelist Lora Kolodny, also provided important perspective from the fourth estate, and all were universally skeptical of brands’ ability to tell all sides of tough stories.

This concern was met head on as panelists noted that in order to build credibility and trust, brands need report from an industry-wide perspective, which means giving competitors and unsavory stories air time in the branded channels.  As the audience quailed in their seats, panelists noted variously that someone would tell the story, so it might as well be the brand shaping the conversation and informing the reporting of the story.

(Sidebar: one story of how a brand shaped the messaging around a competitor’s announcement.)

Brian Clark of GMD Studios told a compelling story of how brave and unvarnished stories from Ford helped the company weather its darkest days during the recent recession.  He described how the company reported the stories from within, providing visibility into the tough conversations happening at the company.  Using a variety of media, including video, images and text, Ford stripped away its corporate veneer, using what Clark called “real language and real people” to tell the stories of the companies struggles and successes.  One key outcome Clark noted was the attention professional media paid to the stories coming out Ford at the time.

The conversation took an interesting turn when the discussions in both panels turned to policing the content brands publish.  Despite healthy skepticism from the journalists on the panels (Lora Kolodony in particular), the panelists from the content marketing side agreed universally that social networks will out untruths and punish brands that cheat.

Several participants didn’t fully accept that assertion, noting that  brands can and do influence negative word of mouth by promoting good deeds and offering freebies, tactics which can inspire customers to hold their tongues.  At the end of the discussion, however, there was general agreement that the truth will out.

The impact of influence – of both the brand and the audience – was also debated. Brands have signal strength, which gives them an advantage in the publishing arena. Information seekers now are in better position to be manipulated than informed by brand-sourced content, but manipulation and informing both happen, which sparked a discussion about whether or not brands were effectively buying trust.  The panel was universally dubious, readily giving credit to audiences.

“Signal strength of brands is a problem,” noted Gary Kim, “But an active citizenry with tools can defeat it.” He pointed to the fact that people still hold BP responsible despite spending on clean up and reimbursement of damages by the company.   And a great comment on the Twitter backchannel during the discussion underscored the power of social media:

“With regimes falling around us, why would journalists think a social Internet can’t call b.s. on brands!” @OliSnoddy

As might be expected, both panels spent time answering the question, “What is brand journalism?”  The panelists offered a variety of different ideas, which together form a comprehensive description:

  • An editorial approach to brand building
  • A nonfiction attempt at advertising
  • Thinking more like publishers
  • It’s not a choice, it’s a clear imperative
  • It’s all about real time marketing, brands acting as media in real time, as life happens
  • It’s the responsibility of companies to help their customers succeed

The role of content in marketing is undisputable, and both panels stressed the advantages of developing content marketing strategies focused on producing excellent content that tells stories and builds trust.

“No one will give 3 seconds to a brand today, but they’ll give you 30 minutes to listen to a good story,” noted Joe Pulizzi.

Whether or not we call it ‘brand journalism’ is still up for debate, but really, that’s just semantics.  Bob Garfield (who started out his panel discussion by saying “Brand journalism.  Really???”) summed up the discussion nicely, saying, “It may not be actual journalism but it can be revealing, informational, and can use journalistic platforms and formats.”

Author Sarah Skerik is PR Newswire’s vice president-social media

Other related posts:

→ 13 Comments

Posted in Digital Content

Tagged , , , , , , ,