There's media and then there's media, Finale
We live in a world that lacks both barriers and trust. While the rest of the world watches and shares what the corporate world and press produce, most of the producers are still trying to put some level of control on it. That is not going to change. Someone has to stand up and tackle the problem from a different angle. In our last post in this series I stated that earned content isn't a sure thing no matter how much effort and cost you put into it. That's because earned content -- news coverage that is beneficial to your cause, product or company -- has too many variable in the form of timing, resources within the news community and the interest of the general reading public. Because of that confluence of variables, most companies don't approach public relations strategically but keep it in the tactical menu. That's also why most PR efforts fail to impress the people that pay for them. That is not to say that earned media cannot be a strat...