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Earned media used to be a game defined by the relationship between PR and media, with marketing watching curiously from the sidelines. It was about brands influencing others to tell their stories for them. That game has been turned on its head thanks to the rise of content marketing, with brands finding their voices, crafting their own stories, and often bypassing media to go straight to their audience. In this session we’ll explore this dramatically changed landscape where brands become journalists, story placements give way to organic reach, and PR, marketing, advertising and agencies of every stripe fight it out for budgets and influence.
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