ABSTRACT
Social media and mobile technologies make it easier, cheaper, and much quicker for anyone to publish content through many different channels. The media landscape is overcrowded and extremely noisy with conversations. This chapter provides the questions and answers that help students and professionals to move into new content creation territories, and really push the storytelling boundaries to build the kind of impact that is critical to their business. Communicators know the value of earned media, otherwise referred to as the credible third-party endorsement. But, they also realize how the media landscape has changed drastically for consumers. Marketers have always embraced visual and creative design. However, the PR industry really started to embrace Visual PR back in the days of Video News Releases (VNRs) and Multimedia News Releases (MNR). When it comes to getting media interest, journalists, bloggers, and busy influencers are subjected to hundreds of pitches and/or messages daily.
