PR News: How Skype Transformed its Image With Branded Content

We’re all journalists now. Kaplow and Skype were recently featured in PR News to discuss their award-winning branded content program:

PR has changed radically in the last few years, and the tools in our arsenal seem to expand on an almost daily basis. Perhaps none has been getting as much attention as the advent of branded content. Suddenly, it’s everywhere—from blogs to Vine videos, from long-form stories to listicles. Clearly, branded content is here to stay, but making it effective remains a matter of debate. 

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