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coach factory outlet stores locations active consumer, along with the emergence of new social platforms where they have the power to share and play a brand message forward, has caused a shift in the scales of paid, owned and earned media. It has spurred a transfer of influence from traditional marketing to this new, evolved converged media where earned media, more commonly known as PR, is taking the crown as King. Owned media, too, is rising in influence, helping sustain the buzz of a brand generated by earned media, in turn, posing a challenge to paid media. Still a necessary component, there is a growing opportunity for paid media to leverage owned media earned media to stay relevant.The new playing field requires communications professionals to reimagine their strategies of the past. They must create more holistic programs, programs driven by engaging content, constantly streaming from brand to consumer. Marketers are using enhanced PR tools to cost effectively communicate with their audiences through multimedia content. PR pros are doing more than managing brand reputation, but are evolving their role as storytellers to influence consumer behavior and drive demand through earned media. The convergence, while it opens up the door to more opportunities for a brand, also requires willingness to adapt, an integration and collaboration among departments, a strategy that aligns across departments, as well as to the overall business goals, and the ability to act with agility. Understanding the impact of the converged media landscape gives you an edge in the virtual Times Square within which we are living.Are you an earned media wizard? The