5. A hospital marketing director has examined her promotional budget over the past few years. She has examined her efforts and expenditures and has determined that a significant proportion has been directed to paid media. At the same time, she has determined that the public is increasingly concerned with fake news and is turning more toward the opinions of friends and acquaintances. In that regard, she wants to place greater focus on her integrated marketing strategy with an emphasis on earned media. Highlight an approach that might lead to heightened results for the healthcare organization achieving success in the earned media dimension of the integrated marketing component. What are three tactics she might consider?