The Canadian PR landscape has changed dramatically in the last decade. The tools are different, the pace is faster and the pressure is on campaign managers to generate meaningful content for earned, owned and paid outlets.

For 2014, the pros anticipate that content marketing, deeper monitoring and measurement and brand storytelling will be further integrated into PR and communications strategies. Since the PR landscape will only continue to evolve, the insight of these industry leaders is all the more valuable.

As Tristan Roy, National Practice Leader at Edelman Digital notes, “The convergence of earned, owned and paid content and media is driving significant change in how PR and marketing professionals must operationalize and engage. Content creation and community management can be paired with real-time analytics.” It is within this pairing of original content and measurable metrics that the future PR trends lie.

Download the full piece to hear what we asked other leaders in Canada’s communications industry. They share best practices and strategies that will help you meet the demands of today’s PR and marketing landscape. Use their valuable insights to get on track with developing content, engaging your audience, creating convergent media strategies and measuring your ROI.

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