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PR, WOM & earned media

Key reading


Planning for earned media

This paper makes it clear that earned media should not be considered as a lucky break for a brand, it can be strategically planned and optimised for reliable outcomes. One key element of this is that early momentum in a campaign leads to a greater result overall.
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Integrate PR and advertising to boost sales

Why using PR in tandem with advertising can maximise value – as press coverage is linked to higher sales.

How to use PR effectively

Best Practice paper arguing that PR should now be afforded a more important role by almost all companies.

Point of view: PR and WOM can co-exist

Why the redundancy of PR in a cynical user-generated content world has become a favourite industry theme.

5 steps to social video success

This article outlines practical guidance for brands to make their online videos 'go viral'.

Latest case studies

Volvo LifePaint

This case study explains how Volvo, the car manufacturer, focused on the safety of cyclists to help sell cars in the UK.

Inspired By Iceland: Ask Gudmundur: The World's First Human Search Engine

This case study explains how Promote Iceland, the country's tourist board, recruited ordinary Icelanders to answer prospective tourists' questions.

Double Robotics: Lucy the Robot

This case study explores Double Robotics' news-grabbing stunt to launch robotics into the Australasian market, while bolstering their name in the US and UK.

Arby's Flaunts New Brown Sugar Bacon with Launch of Vegetarian Support Program

This case study describes how Arby's, a US bacon brand, introduced a new bacon product, increased sales, spurred consumer engagement and generated media coverage by targeting the brand's anti-audience - vegetarians.

Latest articles

How the Australian Turf Club used Instagram, influencers and CX to attract millennials

This article outlines how the Australian Turf Club (ATC) modernised its appeal with social media outreach and a better customer experience to attract a new generation of punters.

Selfies and Singlish: How Jetstar is capturing Singapore's travelers

This article outlines how Jetstar, a low cost airline, used local market insights to target Singapore's travelers with viral video campaigns they could relate to.

How consumer brand advocates can engage Australia’s millennials

This article covers how brands can build brand resonance among Australian millennials by using loyal customers and influencers as brand advocates on social media.

Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200