Marketers have long talked about the three media buckets: owned, earned and paid media. But as the import of converging media grows, and the value of consistency in storyline, voice and look becomes increasingly clear, the value of branding your earned media assets—news releases, newsrooms, EPKs and other PR tools—increases along with it.
Long gone are the days when a brand’s consumer-facing assets can shine while media, bloggers and other influencers get lackluster, workman-like collateral. Text only news releases no longer do the trick. And beautifying media-facing assets isn’t just for the media anymore—consumers now run across your releases, newsrooms and PR content online. In addition, the media is more likely to cover your brand’s story if you package and deliver transferable content such as video, images and slideshows. Consistent, high-quality branding helps your effort to better converge your buckets.
Download our handy infographic here .