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If you haven’t been responsible for media relations, earned media may seem most scary or out of reach, but it really isn’t. Earned media is one of the most cost-effective ways to raise brand awareness and — if it’s done well — increase sales. Today, though, given that word of mouth is more effective than paid media, earned media is even more crucial to gaining authority for y ...
When a company such as Facebook introduces a new feature, marketers have two simultaneous reactions: excitement and skepticism, like a child discovering fire for the first time. When Facebook unveiled its Instant Articles, the appeal was instant, but so was the potential drawback. Do we really want another place to share our content? How much do we want to fragment our audienc ...