New Thought Leadership Series from PR Newswire Affirms Role of Content in Driving Audience Engagement

NEW YORK, Oct. 18 /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/

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"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]

SOURCE PR Newswire Association LLC