This is a guest post by Sara Skerik, a digital and content marketing consultant and veteran of the PR Newswire organization. Follow her on Twitter.
For the PR industry as a whole, there are more channels and tools today with which to reach consumers and other audiences, and the lines between paid and earned are blurring. Understanding and deftly managing the use of new paid channels can deliver important visibility opportunities for PR pros today.
“Media are evolving as they’re scrambling to make up for lost revenues.