Social Media Is Top Outlet For Earned Media Placements

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Public relations professionals have a variety of tools to reach key audience groups, including what are known as earned media placements.

When it comes to sending out press releases, 83% of publicists say they post announcements on social media, making the newer channel more popular that news distribution services (69%), a newsroom page on an organization’s website (61%) and somewhere else on a website (43%), PR Newswire found in a survey.

“Because the attention economy is fragmented across a wide range of platforms, comms professionals have turned to the integrated, multichannel strategies their marketing companions have championed for years,” according to PR Newswire.

A slim 9% said they used paid placement, which typically is a hybrid form of advertising and information known as native advertising or sponsored content.