Turn Your Existing Content Into Media Coverage: Build a Happy Marriage Between Content Marketing and PR

On-Demand, available until Aug. 27, 2021
Recorded Aug. 20, 2020

Categories: Communication Strategy, Media Relations, Social Media

Michael Smart, popular PR trainer and coach, studied successful campaigns that integrated “owned” content with “earned” media. In this webinar, he reveals the takeaways that were keys to success. Join to learn:

  • The 4 types of content most likely to earn media coverage, and the 2 that aren’t
  • 14 content campaigns that earned great media coverage (both B2C and B2B)
  • Specific editorial planning strategies and email pitches you can copy
  • Why you should consider doing thought leadership “backwards”
  • Apply additional principles related to "shared" and "paid" outreach to enhance the integration of "owned" and "earned."


Michael Smart, principal, MichaelSMARTPR

Photo of Michael Smart

Michael Smart is the trainer and coach PR professionals turn to when they want to improve their communications results. He’s trained more than 10,000 communicators around the globe including teams at General Motors, St. Jude Children’s Research Hospital and many other organizations and agencies, large and small. His popular workshops sell out and he is regularly among the top-rated presenters at the PR conferences where he speaks.



Participants with the APR credential earn 0.5 CEUs for a webinar. Learn more about Accreditation renewal.