With pressure mounting on CMOs to maximise the value of every channel, Golin’s global analytics lead argues that PR must stop proving its worth after campaigns end—and start using data to guide what gets made in the first place.
True
earned media
Golin’s Jonny Bentwood on why PR won’t move forward if it keeps measuring backwards
analytics
earned media
golin
jonny bentwood
measurement
pr
Meet the scary new landscape of brand-funded entertainment
earned media
What if a brand funded an idea so good that people actively sought it out, watched it, talked about it and told other people to watch it?
You don’t always need to pay to play
earned media
marketing
online
seo
Don't discount the importance of SEO in communications plans for building reputation, argues Edelman's digital director.
Let's end the panic over Facebook's algorithm changes
brands
earned media
facebook
It's not going to be so bad, and following some simple advice will better serve brands, writes Ogilvy's head of digital and social in Malaysia.
Data don't lie: Is 'viral video' a misnomer?
content
data
earned media
marketing
pr
Everything we thought we knew about how ideas spread may be wrong.
DATA POINTS: Content-marketing strategies
apac
earned media
ogilvy
pr
public relations
research
A survey of client-side marketers in APAC, by Ogilvy Public Relations and Campaign Asia-Pacific, looks into how brands are developing their content marketing strategies. Please see the related-article link below for details.
Exclusive survey results: The value of content
apac
data
earned media
marketing budgets
pr
public relations
research
A survey of client-side marketers in APAC finds out how brands are developing their content marketing strategies.
Paid, owned and earned just more silos
earned media
MEDIA DEBATE: Despite all the buzz surrounding POE media, when asked if clients and agencies should organise their teams around these three disciplines the resounding answer seems to be ‘No’
Why brands have to woo the same consumers they once bought: Energize
brands
china
earned media
marketing
SHANGHAI - Brands could sit back and relax behind 'pester power' campaigns in the past, but thanks to the attention-deficit era now, they need to actually walk the talk and earn their keep, according to Klaas Weima, founder of creative agency Energize.
Undercover selling: Blurred editorial lines weaken trust
earned media
Hakuhodo
Leo Burnett
MEDIA DEBATE: Promotional editorial content and ‘native advertising’ initiatives are increasingly prevalent. Yet in striving to refine paid media, do brands ultimately risk devaluing earned media?