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Editor's note: This post was originally published by Content Marketing Institute and has been edited for comprehensiveness. 

After months of planning, research, writing, and design, your new B2B research report is set to launch.

Personas have been defined. Databases have been segmented. Website traffic, lead generation, and sales conversion goals are all set. And your project management system has been stacked with all the standard elements of a successful content marketing campaign, such as:

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The following is a guest post by Sabrina Fenster. Sabrina is the Marketing Manager for The Shelf, an influencer marketing platform that enables brands and agencies to connect with the most relevant influencers. They currently serve businesses in the fashion, beauty, lifestyle, travel, food and family space. She's also the co-creator of street style blog, StreetScoutMeYou can connect with her on LinkedIn.

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Below is a guest post by Elizabeth Victor, a brand advisor for Isentia. She enjoys sharing tips on media monitoring and analysis, as well as PR measurement. You can find her on Twitter and Google+.

Monitoring and measuring your brand's online reputation is a critical responsibility. Your brand reputation impacts every aspect of the business.

Not sure what consumers are saying?

This article will focus on the top considerations to keep in mind while setting up media monitoring for your brand, from foundational strategy, social awareness, keywords and alerts, to reporting.  

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Pitching is an art. It takes time, research, and flexibility to pull off a great media relations strategy. Well that, and being able to offer newsworthy content (we’ll get back to this in a minute).

While there’s no “fool proof” plan to secure media coverage (if there is, I definitely would like to know), there are ways to improve your current processes.  

So, how can you secure earned media coverage in targeted publications? The secret is to pitch smarter, not harder. To help you accomplish this, here are a few tips to jazz up your current PR strategies.

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The media landscape is changing and fragmenting. New digital, social and mobile channels continue to fuel how, when and where we experience media. More streaming TV content is available online than ever before. In fact, the NFL recently announced that for the first time, they will broadcast a game only through the internet next season

No one is embracing these changes more than ESPN. At a recent American Advertising Federation-Cleveland luncheon, Bill Condon (@bcondon33), ESPN’s senior director of digital strategy, explained how ESPN is evolving with the changes. Below are a few highlights.

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Journalists are not your enemy.

They are a resource that marketing and PR professionals should try to work with regularly, in an effort to earn third-party credibility for your campaigns.

In a recent Hubspot article, “Why Journalists Are Outranking Marketers in Search (And How We Can Compete),” several key data points outline the reasons why traditional media outlets outrank corporate blogs. On average traditional media receive a 5.8 placement on SERPs, vs. blogs, which rank around 7.

The article also offers several ways corporate blogs can try “to close the gap and neutralize the natural advantage publications have in the areas of domain and page authority and linking domains.

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You researched… 

…you pitched

…and, you succeeded (at landing a live broadcast interview!).

This occasion warrants the happiest of dances, my friend.

But hold off on busting out all of your best moves—your job isn’t over yet.

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Tell the truth.”   

Say you’re sorry.”

They’re both lessons we’ve all been taught since a very young age—yet, they’re also lessons that are often forgotten as we get older.

For PR and marketing professionals, transparency and accountability are not options; they are absolutes. This means learning the art of transparent communication that addresses issues, and defuses the situation with an action plan.

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A community event, a new product launch, an important official coming or going from a position of power—these are just a few examples of news your organization may want to share on a large scale.

You’re ready for these moments with processes that have become all too familiar. You craft the perfect pitch, put pen to paper, and the words flow out in just the right formulaic manner. Press release? You’ve got this. Media advisory? Piece of cake.

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Pitching guest posts and byline articles is as important of a strategy as pitching a news tip or story idea. With many media outlets experiencing shrinking editorial budgets, it’s an opportune time for companies to draft and contribute quality content.

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