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I agree @ginidietrich, you can also consider using ad networks (social, native, etc..) to distribute your well written content.  They allow additional advantages over PR distributions due to their advanced targeting, customized pricing models (PPC) and the ability to adapt a distribution as your data comes in.  

1 year, 8 months ago on Don’t Die PR Agencies! What the Recent Google Changes Really Mean


Did PR Newswire add the nofollow to all releases retroactively as well?

1 year, 8 months ago on Did Google Just Kill Online News Releases?


Great Post Gini - you should also take a look at what the WWE is doing with fan engagement.  They take real time polls across twitter for the fan's input on matches and fans can also submit 15 second clips via Tout that wrestlers will respond to or will be featured during the broadcast as well.

2 years, 6 months ago on NFL Crowdsources Videos; Increases Social Media Presence


There's a really good documentary called "Page One" about the New York Times and how they have been trying to adapt to the new technologies out there.  It's on Netflix now if you want some more insights.

3 years, 1 month ago on Lessons You Can Take from The New York Times Storytelling