How is the increasing interest in earned media impacting the agency model?
TS: There is such confusion here. If it means agencies can help influence word-of-mouth, sure. So can anyone as long as they realise ‘earned’ means not that it is not paid for, but that content earns the trust and credibility of those it seeks to interest
MP: We increasingly focus our efforts on consumer intention. Earned and owned media offer different engagement and intention tracking and insight opportunities which need specific technologies, expertise and remuneration models.
Who owns the earned media space - media or PR?
TS: Everyone does and no one does. Isn’t that the point?
MP: In a traditional sense, both. Brands need to be more nimble and brave, which, depending on the client culture, category and mindset is as much a challenge as an opportunity. We ask clients “Are you in control enough to let go?”.
Does earned media mean a loss of control for clients?
TS: When interacting with the mystery that is other people, there is no control. Only connection, conversation, persuasion, influence and learning.
MP: It isn’t an isolated discipline. A brand lacking clear purpose will find it difficult to earn attention. Success requires experimentation as media platforms and consumer behaviour evolve. Facebook and Twitter are not always the answer.
Is an earned-media strategy a must-have for clients or just nice to have?
TS: The point about all non-paid media content is that it takes place whether you have a strategy for it or not. If I choose not to advertise, no advertisements will appear. But if I choose not to have a strategy for public relations, then it happens anyway.
MP: We focus on an integrated media strategy categorising marketing channels into three buckets: paid, earned and owned. Social media is earned media, and we focus on how to blend it with the other channels.
Apart from online, what other opportunities are there for earned media across other platforms?
TS: Almost limitless. But there are some basic requirements. Earned media is not the opposite of paid media. PR’s ‘permission to speak’ means if we’re going to influence debate, have something worth saying.
MP: How long have you got? If you are a client reading this drop me a note and we will come and talk to you about the opportunities in events, associative marketing, sponsorship, sport, media-owner partnerships....
What about when earned media goes wrong?
TS: Let’s hope this isn’t one of them.
MP: You cannot buy word-of-mouth. Seeding content or buying placements can be important, but there is a line between beginning a conversation and paying for it to happen.
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