How earned media’s value is shifting

The changes that have rocked traditional media have caused some to reevaluate the importance of earned media placements. Here’s why you shouldn’t abandon the tactic.

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There is immense value in PR, no matter how many “experts” claim PR is dead.

Brand managers, marketers and even PR professionals overseeing paid content campaigns have become very well versed with all the types of new software that can provide real-time measurement of the impact content is having on consumers from their initial engagement with the content to where they go after to what they end up purchasing.

PR pros should bring these sophisticated ideas to their more traditional earned media campaigns. After all, the most basic definition of PR is influencing people through content.

Now PR pros can have real-time answers to all sorts of questions and can tweak campaigns while they’re just getting off the ground. Is the video being viewed to the very end? Did it lead to a website visit? How did a consumer’s attitude towards a brand change?

New business models

New business models are often a bridge to far for PR agencies. Measuring anything in real-time often flies in the face of setting somewhat arbitrary—and often costly—monthly retainers.

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