earned media

Including multimedia in press releases increases potential engagement from journalists, which use the content to inform and extend their stories. Not only do photographs, videos, audio clips, infographics and illustrations help contextualize a story, they add a visual or aural dimension that also engages consumers. As outlined in Cision’s 2022 Global State of the Media Report, more than four in five journalists (81%) have recently used photos to accompany content over the past six months. Video is also popular (47%), followed closely by infographics (41%) and social media posts (39%). The…

PR Newswire recently called on Outsell, a research and advisory firm that focuses on the rapid convergence of information, media and technology to conduct an independent research with CMOs and other key marketing decision-makers in the United States on their use of earned media and how earned media plays into paid, owned, and earned aspects of marketing.  The research revealed that the rise of earned media is eroding the growth of paid media.  Although Asia Pacific market was not represented in the research, the findings should be of interest and may…