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Relevance contributor: Rodger Johnson

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Rodger Johnson is a public relations and inbound marketing professional. His award-winning work in digital PR launched the world’s most successful online community for a Fortune 100 medical device manufacturer. He worked with a global indie publishing company and co-led a literary publicity team. He has also earned countless mentions and bylined articles for clients in top-notch media. Rodger earned a Master’s degree in Applied Communication from Indiana University. Read his blog, Socially Relevant, for the latest developments in digital PR.

Consumer advocacy campaigns improve the overall brand reputation and create loyal customers that support, propel and grow the brand into institutions.
Consumer Advocacy: A Powerful Content Promotion Strategy
Instead of enabling content shock, give customers the most important information in succinct, clear & concise abridgements. That’s how to win content shock.
Will Content Shock Lead to Better Content Curation?
If emerging services lose their effectiveness over time, while the cost of fulfilling those services increases, how can an organization ever be profitable?
How to Beat the Inverse Proportionality Marketing Paradox
Leveraging those who act as bridges between extraneous collections of people is one of the best ways to disseminate your message across a variety of groups.
Leveraging Weak Twitter Links for Stronger Earned Media
Interest in content is shaped by immediacy, situation and news value. When these criteria are met, journalists are more likely to run with the content.
Leveraging Agenda-Setting to Earn Your Share of Discussion
The key to content promotion is having a strong hook. It’s important to have different hooks that appeal to various interests when seeking earned media.
Giving Journalists New Angles Is Key to Earned Media Success
For a successful media campaign to impact business goals, the effort must be sustained and long-term.
Business Results
Resources are tight in most organizations and executives want what is best for the company they serve, especially when it comes to earned media. “This means an organization will only invest in publicity activities that…
The Real Problem With Content Saturation
Priming as a public relations concept has been around since the dawn of the profession, perhaps even before we could define and understand it. Before social media—even before the Internet—priming had a profound effect on…
Priming Digital PR
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