• Introduction
• Losing control over the conversation
• Fueling Conversations with Content
• Become a participant yourself
• Who's talking about you?
• Know WHEN people are talking about you and your clients
• Who are the top influencers in your space?
• Dealing with bad publicity online
• So you want bloggers to talk about you and your clients
• Just because you've got an influencer's ear, doesn't mean they're going to write positively about you
• PR and Advertising Convergence

PR and Advertising Convergence

When working with social media, the strategy and tactics of PR and advertising start to converge. No longer are PR and advertising on two different planets. PR has been in the business of stories in earned media. Advertising is now in the business of placing stories in paid media. The strategy – to fuel purchases with content and conversations – is the same.

Here's how you do it:
PR professionals need to lead the way - There's now a point of overlap between the goals of an advertising agency and a public relations firm. The execution of content overlaps. PR professionals are better positioned and seasoned to develop content than many advertising professionals. Open the communications lines with the media, creative, and account divisions of your partnering ad agency. The agency can be an amazing tool to feed attention towards your content development goals.

Special thanks to Greg Sterling of Sterling Market Intelligence and Chris Peterson of Chautauqua Communications for their additional input on this document.