In today’s marketing landscape, some degree of channel integration is the expectation in every communications campaign. Tie that to the growing importance of the PESO spectrum of paid, earned, shared and owned channels, and agencies need to be more nimble to address clients’ needs connecting these complementary components.

With that, what we’re seeing is the need for the public relations industry to evolve – or undergo a sort of rebirth – with the driving component of this shift being the addition of the paid channel, especially as it relates to earned and owned content online. Earned media is the bread and butter of the PR world and amplifying that content to propel conversations and maximize the reach of messages is an essential element of any effective PR campaign.

Historically, paid resources and tools that target and amplify messages have been spread across a variety of vendors, making it difficult to coordinate and elevate campaign messages. That’s why Ketchum and Zócalo Group are formalizing paid social engagements on a global basis with a real-time, social and digital media-buying platform called Agile Amplification.

Agile Amplification works across the full media spectrum and allows the Ketchum and Zócalo teams to seamlessly plan, buy, manage, optimize and track integrated campaigns across leading social media platforms globally, as well as search, content marketing, display, video and mobile platforms, and in-game and blogger networks. The approach is designed to work seamlessly within Ketchum and Zócalo Group’s Agile Social strategy. Agile Social is our end-to-end approach spanning Agile Content creation, audience identification, listening and monitoring, and “voice” development an evolution, as well as non-paid and now paid online distribution channels globally.

Paid message amplification also brings campaigns a higher degree of target specificity. Messages can reach audiences beyond earned, owned and shared, and marketers have the ability to target down to the most granular levels of demographics, psychographics, behavioral and advocacy segments. Marketers should consider using Agile Amplification to complement campaigns when guaranteed impressions, reaching new audiences, increased message impact and improved key performance indicators must be achieved. Of course, paid tactics are measurable through exposure, engagement, influence and metrics tied to actions and advocacy.

Agile Amplification is a powerful and essential addition to any social media toolkit, and it’s ready to be put to work to help strengthen your campaigns.

Paul is the President and CEO of the Zócalo Group, Ketchum’s Word of Mouth and Brand Evangelism division.