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Amplify Earned Media with Sponsored Content

Understanding ethical concerns as the lines between paid and earned media continue to blur.

The Future of Sponsored Content for Communications Professionals

Webinar, Thursday, August 22, 2013 2PM ET

Aug 15, 2013, 09:30 ET from PR Newswire Association LLC

NEW YORK, Aug. 15, 2013 /PRNewswire/ -- Over the past decade, a lot has been said about the "digital revolution" and the resulting changes to the traditional publication model.  Smart marketers and public relations professionals have found in these developments opportunity to move traditional advertising strategy into closer alignment with earned media.

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PR Newswire and Business Development Institute's upcoming webinar, The Future of Sponsored Content for Communications Professionals, on Thursday, August 22, 2013 at 2PM ET, will explore this new trend in advertising, which combines paid and owned placements distributed across an array of publishers and platforms.  Modeled after traditional editorial content, these sponsored placements seek to provide valuable information to their target audience, but present a host of previously unconsidered ethical challenges.

To register and for more information:

"While paid media has, traditionally, been 'interruptive' content, we're entering a very interesting time in content marketing as sponsored content is more and more being designed to fit the context of surrounding editorial content. Mixing in sponsored content with organic earned media continues the shift of media and continues the convergence of the traditional roles of PR, Marketing and Advertising," said Michael Pranikoff, Global Director, Emerging Media at PR Newswire.

Mr. Pranikoff and Steve Rubel, Chief Content Strategist, Edelman, will delve into this new advertising landscape, its associated possibilities and the challenges presented.  The conversation will also reinforce that building and maintaining relationships and establishing trust with traditional media and journalists remains the main responsibility of a public relations professional.

About PR Newswire  

PR Newswire ( 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 59 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 UBM plc company.

Media Contact:

Caitlin Carragee
Manager, Marketing Communications

SOURCE PR Newswire Association LLC

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