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rise of the freelancer

Rise of the Contributor: How the Increasing Number of Contributors and Freelancers Affects the PR World

The model for newsrooms and publications is changing, and with that, reporting staffs are shrinking. For PR professionals, this means finding creative ways to make media connections.

According to a recent report from the Freelancers Union, one in three Americans currently hold freelance jobs – the world of journalism is no different.

As full-time reporters are becoming more sparse, freelancers and contributors are growing in numbers – just look at Forbes and its contributor network as an example of how the content creation cycle is changing. News outlets are moving to cut costs and use More >

Consuming Content

How B2B Prospects Consume Content

Content marketing tends to follow a playbook: content is created, qualified leads are identified and sales grooms them into buyers.

But where does content go after a prospect gets their hands on it, and before they decide to buy?

A recent study from The CMO Council finds that nearly 95% of B2B organizations share content internally before making a final purchasing decision. The specific roles that content is shared with varies company to company, however the survey shows almost all content is shared in one of three ways:

1. From the Middle Out. 35% of survey respondent said decision makers More >

Networking

What Kind of Conference Do Your Customers Want?

There’s a lot to love about user conferences: The networking opportunities, the industry insights and best practices, the face–to-face conversations with customers – and of course, all the excitement that goes along with it.

Naturally, many businesses want to harness that excitement and grow their conference into the biggest event of the year. But you don’t necessarily have to.

We’ve been lucky enough to experience many successful user conferences with our clients – and the truth is that there’s more than way for your conference to provide enormous benefits to attendees.

On one hand, the More >

Tracking metrics

4 Tips on Tracking Metrics and Your PR Campaign Decisions

PR has changed over the last decade, and gone are the days when campaigns were measured on “buzz” and “excitement.”

Now, nearly every type of PR campaign is tracked and measured from start to finish, and for good reason. Understanding the effectiveness and ROI of a PR campaign allows decision-makers to best allocate resources going forward.

Here are four tips for how to best measure and analyze a PR campaign:

1. Measure as you go. Before launching a campaign, ensure that you have proper tracking mechanisms and baselines in place. Whether you’re tracking click-through rate on an email campaign More >

Journalism

A Reporter’s Perspective on PR: Making the Pitch a Win-Win

As a journalist, I got used to a full inbox. Every glance at my email came with the added adventure of sorting through another batch of misguided PR pitches.

“Perfect story for you,” “Exclusive,” “Local resident wins award.”

Ninety-nine out of 100 pitches presented story ideas with zero relevance to the readers of my publication. Reporters learn to live with the background noise of pitch emails and calls bogging down their day.

So why would that experience make me want to jump to the darkside?

Simple: opportunity.

Why can’t PR pitching be a win-win?

As a reporter, there is never a time when a More >

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