• How to integrate earned media so it’s measurable and leads to organizational goals
  • What to include in shared media and what to measure
  • How to use paid media in your communications programs and what to measure
  • Metrics, a dashboard, and providing results to the executive team

There also is a grand surprise coming at the end of this series so watch for that. In the meantime, get to work on your owned media plan. We’ll work next week on beginning the integration.

A version of this first appeared on PRSA Content Connection