Most of us are familiar with the three legs of the marketing stool: paid (advertising), earned (publicity), and owned (original content) each of which is used to varying degrees to drive communications strategies. Less familiar are hybrid models such as earned/owned (contributed) and paid/owned (sponsored) on which online publishers increasingly rely and which editorial-centric PR pros are best-equipped to create.
News/feature coverage continues to have the greatest ability to create action, shape perceptions, and enhance social sharing, yet these other content marketing strategies must be considered if a company hopes to build audience awareness for its products, services, or investment opportunities.
The increasing reliance on contributed content by news organizations in recent years offers an opportunity for corporate executives with subject matter expertise to create and submit by-lined articles. Flatiron can help companies find their voices and ensure that they resonate in the most relevant media channels.
A complete list of services offered by Flatiron Communications is here.