How earned media’s value is shifting

There is immense value in PR, no matter how many “experts” claim
PR is dead.
Brands publishing their own content can't easily replicate the velocity at
which consumers engage with publisher content. However, it is true that the
value of earned media is shifting.
Fortunately, the burgeoning content marketing industry, and the blurring of
lines it has created between earned and paid media, has started to help us
better understand how to quantify the value of PR. Brand managers,
market