ABSTRACT
This chapter focuses on how digital writers and editors in the context of public relations can think strategically about social media in service to a message and to the mutually beneficial relationships the Public Relations Society of America. It explains how to develop interactive and multimedia press releases, how to earn media mentions, how to measure effectiveness, what to do in crisis, and how to use social media to listen to our publics. Though direct-to-consumer communication has never been more possible or more abundant, the research shows that "earned media," or "word of mouth," is still dominant. Owned media is any digital form that we can control and is unique to our brand or organization, such as a website, blog, e-book, webinar, podcast, or social media account such as Facebook and Twitter. The more owned media our organization has, the more channels it has to extend its presence and gets attention.
