Content Marketing at the enter

adweek reporting:

The press release isn’t dead. It’s just evolved. And PR Newswire sees itself at the forefront of that evolution.

Many people still associate the PR Newswire brand with distributing press releases. But as the marketing world has changed with the greater interplay of paid, owned and earned media, PR Newswire has undergone a makeover designed to help its customers better manage this convergence.
In the world of content-led marketing, earned media has grown from coverage in traditional media to incorporate the shares, likes and links of social media. Owned media—a brand’s websites, microsites, blogs and the content that populates them—has become both a place for the content to drive earned media and a way to help sustain the buzz around a brand generated by earned media. And paid media, once the lead, now often takes a supporting role to drive the conversation forward.
“Marketers and PR professionals who leverage these three media in a holistic, strategic program benefit from consistency of message and end up spending much less to get much more,” says Rachel Meranus, VP of marketing & communications for PR Newswire.
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“PR today has gone back to its roots of influencing the public directly—without an intermediary,” explains Meranus. “It’s about direct to public, direct to consumer, as well as traditional media relations through ongoing storytelling and streaming of content. Relationship building is still at the core of PR, but it now requires careful listening to online conversations, monitoring of consumer behavior, and identifying and engaging with consumers, the media, bloggers, influencers and potential brand ambassadors.”
To simplify managing those disparate activities, PR Newswire released its Agility platform this past June.
Agility is an integrated workflow platform that lets brands target and distribute content, monitor online conversations, engage with traditional and social media influencers in real-time and analyze the reported intelligence. Instead of having to toggle between different tools and platforms, communications professionals can now manage the lifecycle of a communications program from a single platform with a single log in.
At the center of the Agility platform is a “semantic engine”...
http://www.adweek.com/sa-article/pr-newswire-builds-its-content-marketing-muscle-142433