Weber Shandwick has created a new communications framework to help brands excel in today’s diverse content and conversation-driven news environment.
Content Fusion identifies what stories can be told in which formats and where to drive those stories. The approach defines an organization’s own unique storytelling ecosystem by identifying stories that can best be told in each respective format and driving the stories accordingly. It provides direction for an organization to become its own media outlet, publishing its own stories in its own channels. It also helps an organization share its news with more traditional media in a manner more consistent with how news is produced and absorbed today.
Publishing and promoting the stories online through all available means ignites public conversations, connecting a company with its constituents, and realizing the promise of heightened information-sharing and socialization.
Content Fusion is not a product. It is our way of looking at public relations and media planning to successfully drive engagement.