Jim VandeHei, executive editor and co-founder of POLITICO, swayed a crowd of more than 3,000 public relations professionals during his keynote at the annual PRSA International Conference. Based on his experience (working at both The Wall Street Journal and Washington Post ) and nationally-known success withPOLITICO, VandeHei offers some advice to marketers across all categories, politically affiliated or not.

  1. Create premium content — If you want to develop a loyal following, you must produce compelling (timely and relevant) content and make it easy to obtain. Always put your content first and then find a platform to share it.

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