We have four more weeks in this series. During that time, you can expect:

  • What to include in shared media and what to measure
  • How to use paid media in your communications programs and what to measure
  • How to bring everything together to build authority, credibility, and thought leadership
  • 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 earned media plan. We’ll work next week on shared media.

A version of this first appeared in my weekly PESO model series for PRSA