ABSTRACT
This chapter explores some of the newer opportunities involving earned media, with some of them standing at the intersection of earned, shared and owned media. The evolved transmedia news package touches on both earned and shared media. It can feature announcement, update, commentary and other relevant information on various activities tailored for different public. By the late 1990s, the concept had shifted to multimedia news release, repackaging VNRs, B-rolls and related productions to feature text, audio, video and still images. The quality of the textual content is the most important feature of the inclusive news release for print, broadcast, online and social media. Advances in interactive communication technology have paved the way for online newsrooms. An online newsroom is a library of various types of news releases and other aspects of news packages, set up to allow journalists and other users access to a whole range of information.
