Modern communicators want to build better media relationships, craft more creative, data-driven stories and better demonstrate the value of their efforts. The good news is that emerging smart engagement technologies are enabling PR and communications professionals to invest more time creating tailored, multimedia rich content and deliver that experience to targeted audiences.

Earned Media Management is a new way to think about PR and communications. There are four tenets to this concept: establishing a complete mapping of influencers, content and audience with Influencer Graph, improving storytelling and promotion with Smart Engagement, better understanding earned media outcomes with True Measurement, and finally unifying business functions, teams and integrating processes as part of Comms Transformation.

The second step, Smart Engagement, aims to solve the problem that many modern communicators face today: how to best enlist the media to help tell their brand’s stories. This white paper will detail the principles behind Smart Engagement and how you can go about incorporating the Earned Media Management tenet into your strategy.

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