Earned Media: The Intersection Of Interactive Marketing And PR
Interactive marketers excel in paid and owned media but are often in uncharted waters when tasked with earning media through relationships with advocates and detractors. Thus, PR professionals are often in greater demand as social media experts in these areas. With these new earned media responsibilities, interactive marketers won't be able to hand off this type of activity to another team but rather should apply PR best practices to their own marketing programs. Leveraging best practices such as building relationships with influentials, using mobile technologies to enhance real world experiences, publishing and aggregating content, and building cross-team processes for quick responses to uncontrolled media, interactive marketers can be successful in earning media through marketing channels.