TEST969 - U.S.

July 07, 2011 16:04 ET

Marketwire's Six-Chapter eBook Helps Communicators Master Audience Engagement

Latest Chapter Shares Best Practices for PR and Marketing Professionals Looking to Build Stronger, More Profitable Customer Relationships

TORONTO --(Marketwire - July 07, 2011) - Marketwire recently published another chapter of its free eBook, "Mastering Audience Engagement: Reinventing Your Role In a New Media World," a six-part series designed to help public relations and marketing professionals successfully leverage traditional and social media to build stronger relationships with their target audiences. Chapter 5, "Engage: No More Sitting on the Edge of the Pool – It's Time to Dive In," provides examples and insights for successful, profitable, real-time communications, and includes contributions from industry experts Deirdre Breakenridge, Mark Evans, Paul Gillin and Rebecca Lieb.

Marketwire's eBook introduces new tools and new ways to engage with audiences so that marketing and public relations practitioners can learn to amplify their messages; drive conversations; monitor, measure and analyze their efforts more effectively. The eBook supports Marketwire's Audience Engagement Cycle, a constantly evolving, often simultaneous process for improving customer relationships and creating brand advocates. Each of the six chapters is free to download:

  • Chapter 1: "Listen. You Can't Answer the Questions You Don't Hear."
  • Chapter 2: "Plan. How Can You Measure Success If You Don't Know What Success Looks Like?"
  • Chapter 3: "Create. Presto! You're a Publisher."
  • Chapter 4: "Share. Hello. My Name Is..."
  • Chapter 5: "Engage. No More Sitting on the Edge of the Pool—It's Time To Dive In."
  • Chapter 6: "Analyze. Are We There Yet?"

While social media engagement may be less formal in structure than traditional communications, proper planning is critical to ensuring that efforts in real-time engagement are on strategy and are working toward an articulated goal. Chapter 5 focuses on best practices for establishing and strengthening relationships with bloggers, customers and other stakeholders, and helps marketers better understand the need to stop pushing and start engaging.

"If someone is talking about your brand, it's worth spending some time figuring out who they are, how many followers they have and whether or not they're an influencer. It helps to have some context and intelligence before you respond right away," explains Mark Evans, digital marketing and social media strategist. "You can deliver better answers that are more relevant to the person you're engaging with. You don't want to waste anyone's time. Engagement is about offering something of value. The more information you have, the more value you can provide."

To speak with a Marketwire consultant, or for more information on any of our products and services, please call 1-800-774-9473 (US), 1-888-299-0338 (Canada), and +44 (0) 20 7220 4500 (UK).

About Marketwire

Marketwire advances the way the world communicates by electronically delivering news and information to traditional, new and social media audiences, including newspapers, magazines, databases, analyst terminals, online portals, blogs, and more. Marketwire maximizes the power of its clients' communications by leveraging the latest in search engine optimization, multimedia, social media, monitoring and new technologies. Sysomos, a Marketwire company, provides unparalleled business intelligence for social media through advanced monitoring and analytics. Serving more than 12,000 clients worldwide through 20 offices on four continents, Marketwire is a dominant distributor of company news releases and other communications. Marketwire is majority-owned by OMERS Private Equity, which manages the private equity activities of OMERS Administration Corporation and today has $5.5 billion of investments under management. The group's investment strategy includes the active ownership of businesses in North America and Europe. OMERS Private Equity is headquartered in Toronto, Canada, with offices in New York and London. For further information visit:

For more information, visit us online at and the Channel M blog, or on Twitter @marketwire.

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