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New Thought Leadership Series from PR Newswire Affirms Role of Content in Driving
Audience Engagement
White Papers and Video Address “Content as Currency” as Part of Major Brand Positioning and
Campaign by 56-Year Industry Leader
New York – October 18, 2010 /PRNewswire/-- Serving as a call-to-arms for the communications
industry, PR Newswire today unveiled a series of white papers along with a video that address the
urgency and efficacy of leveraging multimedia content to drive audience engagement in today’s
multichannel world. The white paper series and video can be accessed at:
http://www.multivu.com/players/English/46590-PRNewswire-Engage-Opportunity-Everywhere/
“Marketing, public relations and investor relations professionals are re-imagining how they approach the
development and delivery of content given the increasingly fragmented communications landscape,” said
PR Newswire CEO Ninan Chacko.
Of note, this PR Newswire content series is itself part of a major branding and integrated marketing push
by the 56-year leader in the commercial news distribution and digital/social communications space.
At the PRSA Conference in Washington, DC, as well as on major websites and other venues targeting
marketing, public relations and investor relations decision makers, PR Newswire launched a new brand
positioning and campaign, “Engage Opportunity Everywhere.”
“As marketers and communicators have increasingly turned to content as the currency with which they
engage their key audiences, PR Newswire has evolved our solution sets to provide audience engagement
and workflow solutions, that when combined with our multichannel content distribution network, enable
more seamless, ubiquitous, efficient and effective content-centric communications,” Chacko adds. “Our
branding and campaign illustrate how we help make content, syndicated across traditional, digital, social,
search and mobile channels, integral to the strategies of marketers, communicators and their agencies.”
The white papers, entitled, “Marketing is Content,” “PR Rising,” and “IR Rising,” are built around a
central theme that, in order, to succeed in a fragmented environment, communicators must have the
necessary tools to produce, optimize, target, distribute and measure content wherever, whenever and
however audiences consume their messages.
“Never before have communicators had so many opportunities to develop and deliver their content in
such a multitude of ways that can have an impact across so many media and consumer groups, investor
targets and industry influencers,” Chacko remarks. “To many, the fragmenting of media and audiences
may seem challenging, but it also offers a wealth of opportunity to those seeking to energize and optimize
their communications practices.”
Examining communications from the perspective of public relations, investor relations and marketing, the
white papers assert that now more than ever there is a collective need to focus on extracting the full value
from one’s content.
This theme is highlighted in the paper, “Marketing is Content,” which makes the case that “marketers
must provide high-value information and/or deeply engaging entertainment to buyers in return for their
attention and consideration, and must reach those buyers in whatever fragment of the media landscape
they inhabit at the moment.”
Similarly, “PR Rising” approaches the content equation by examining how modern influencers are
consuming and using information. In particular, the paper focuses on the growing need among
communicators to create content that is richer, more authentic and more personal given that today’s
influencers are motivated by the desire to share high-value information with friends, peers and colleagues
as a form of social currency.
For the investment community, the impact of a company’s content is driven as much by the message as
the speed and power with which it’s delivered. “IR Rising” delves into this opportunity by examining how
companies are facilitating this deeper, broader story telling through the use of rich, interactive content
distributed over multiple channels to reach investors wherever they reside. The use of content in new and
dynamic ways is what will define the future of the strategic IR and elevate the importance of the IRO.
Chacko concludes, “Content in the right format for a particular audience, that tells a story with a purpose,
that appears in context, and that is delivered across all relevant channels, inevitably drives engagement
and action. Whether your audience is bloggers, the media, consumers, influencers, shareholders or all
the above, content is the currency with which we do business in today’s communications marketplace.”
About PR Newswire
PR Newswire (www.prnewswire.com) is the premier global provider of multimedia platforms that enable
marketers, corporate communicators, sustainability officers, public affairs and investor relations officers
to leverage content to engage with all their key audiences. Having pioneered the commercial news
distribution industry 56 years ago, PR Newswire today provides end-to-end solutions to produce,
optimize and target content – from rich media to online video to multimedia – and then distribute content
and measure results across traditional, digital, mobile and social channels. Combining the world’s largest
multi-channel, multi-cultural content distribution and optimization network with comprehensive
workflow tools and platforms, PR Newswire enables the world’s enterprises to engage opportunity
everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas,
Europe, Middle East, Africa and the Asia-Pacific region, and is a United Business Media company.
Media Contacts:
Rachel Meranus, Vice President, Marketing and Communications, PR Newswire at +1.201.360.6776 or
[email protected]