While storytelling has always been a core component of effective public relations, social media has given rise to a new set of opportunities to create and distribute content that supports PR initiatives. As the Columbus Marathon and Madison Electric Products
learned, quality content changes behavior, activates audiences and supports business objectives. This presentation will share two very different case studies – highlighting
best practices and applicable tips from each. From live “Ask the Race Director” UStream shows and a virtual scavenger hunt … to white papers and strategic blog posts … Madison and the marathon created success by creating compelling content.