In this CommPRO article, Look Left Vice President and Head of Digital Matt Raven shared strategies for generating content exposure via Google News placements. He wrote:
As all PR professionals are aware, the media landscape has changed drastically in the past 2 years – becoming more difficult to earn the media’s attention and land quality coverage. However, the importance of public relations continues to rise, which has forced agencies to become more creative in their strategies to gain the visibility their clients need.
The solution for many organizations is to make their content go further and diversify the channels they can generate exposure from. As a result, contributed content, social media, owned content (web, blog, etc.), sponsored content and others have seen accelerated adoption and growth. This has been an effective approach in getting key messages out to target audiences without relying on the unpredictable media landscape.