Earned Media Rising

Pete Marino, chief public affairs and comms officer, MillerCoors; president, Tenth and Blake, discusses what it means to be a modern comms leader.

Ron Culp, professional director, DePaul University Public Relations and Advertising Program, discusses the future of the PR industry.

Is Edelman and Cision’s Communications Cloud Partnership a watershed moment in the PR world? In this podcast, Kevin Akeroyd, CEO of Cision, and Steve Barrett, PRWeek editorial director, discuss this major development and its impact on the PR industry. They also dive into Cision’s acquisition of public relations platform TrendKite and social media company Falcon.io, along with clients’ campaign execution using measurement technology.

Anthony Chiaravallo, SVP, integrated media, BCW, sits down with PRWeek managing editor Gideon Fidelzeid to talk about how new measurement tools are helping to define PR strategies. Other topics include: transforming data into actionable insight, ensuring your content is delivering the right message to the right audience, and what makes effective storytelling.

Stella Low of Dell talked with PRWeek executive editor Bernadette Casey about using storytelling to strengthen media relations, how to approach the media when there is a big story to tell, and the ways data and measurement can inform the art of storytelling.

Michele Moore and Jeanine Liburd discuss the strengths of paid, earned, and owned media in handling a crisis, how do you determine the best mix of advertising, PR, and marketing during these times, how the president effectively uses social media, which department - comms or marketing - takes the lead during a crisis, and some best case examples from companies that expertly handled crises in the past.

Nadine General of Dixon Schwabl and the PGA’s Sandy Cross chat with Bernadette Casey, executive editor, PRWeek, about whether the need to ensure diversity and inclusion is changing PR’s approach to media relations, how PR pros can promote ethical journalism, and what are some effective strategies for working with bloggers, vloggers, and influencers.

Susan Corcoran, SVP, director of publicity and strategic partnerships, and Leigh Marchant, SVP, director of marketing and business development, both of Random House Group, sit down with PRWeek managing editor Gideon Fidelzeid to discuss connecting earned media to broader marketing and communications directives, how the drive toward integration has changed responsibilities, and how it has changed team and workflow expectations.

Danone’s senior director, external comms, speaks to PRWeek managing editor Gideon Fidelzeid about do’s and don’ts of communicating trust to stakeholders – externally and internally, why social purpose is a necessity for brands, how does Danone use earned media to demonstrate authenticity, and top tips on handling a modern-day crisis.

Weight Watchers works every day to stay ahead of an increasing number of competitors. As SVP of corporate comms Stacie Sherer tells PRWeek managing editor Gideon Fidelzeid, the 55-year-old company's secret weapon is earned media. In this podcast, Sherer discussed how the iconic brand relies on earned media to work with influencers, empower employees, and help current and prospective customers pursue a healthier lifestyle.

PRWeek managing editor Gideon Fidelzeid and Kevin Akeroyd discuss the upheaval in the comms industry and the obvious need for PR pros to take action; what are some opportunities for PR firms and brands in this new environment; the role of earned media in a fake news world; and there's a brief overview of Cision Impact and the company's recent partnership with MediaMath.

AMB Group is the investment management and support services arm of Arthur Blank’s for-profit businesses, which includes the Atlanta Falcons and Atlanta United FC, among others. The group's SVP and CCO speaks to PRWeek managing editor Gideon Fidelzeid about leveraging brand ambassadors effectively, the comms-CEO relationship, earning media in outlets outside your comfort zone, and what is the real value to a brand to have its name on a stadium or arena.

Tara Rush and Bryan Specht explain the importance of smashing silos; discussing how they changed their organizational structures to promote cross-disciplinary, cross-departmental teams; the challenges to working in this type of environment; and the type of ROI that is possible after implementing a cross-disciplinary approach.

Rosemary Mercedes, Univision and Jessica Shih, Verizon, weigh in on The Great Debate: Earned versus Paid Media, discussing how the marketing mix has evolved in the past number of years, what channels are their brands devoting more or less time and resources to, and why? And our guests outline how earned media can be leveraged to successfully build customer engagement and create a two-way conversation with desired stakeholders.

Leading comms pros Stacey Tank and Carrie Kurlander discuss the keys to building relationships with influencers, how can brands tap into the power of everyday consumers, and celebrity influencers: What works and what does not. As well as this, our panelists go into detail about measuring the bottom line impact of influencer programs and share some case studies from their respective brands.

Southwest Airlines’ Linda Rutherford and Frito-Lay North America’s Chris Kuechenmeister discuss how brands have effectively evolved how they use storytelling to drive authenticity; the importance of transparency in today’s market; how can organizations be the guardians of their brand, especially in the age of social media, and what do they see as the next evolution for content creation?

Chris Lynch, CMO, Cision, and Steve Barrett, VP, editorial director, PRWeek/MM&M, discuss the "Greatest Challenges in Communications." Topics include: better alignment with other functions; talent recruitment and retention; the 24-7 chatter about your brand among external sources; and tightening budgets and competing with paid media for budget.