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PR, WOM & earned media


Key reading

planning

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

SA Health: Aboriginal Immunisation

This case study shows how Australia's SA Health set out to provide immunisation for disadvantaged Aboriginal babies with an innovative and cost-effective solution.

ZDK Zentrum Demokratische Kultur: Nazis against Nazis - Germany's most involuntary charity walk

This case study explains how EXIT-Deutschland – an anti-fascist non-profit organisation – created a clever campaign that helped increase donations and raise awareness about their work.

Volvo XC90: Volvo Virtual Sellout

This case study illustrates how Volvo, the Swedish car manufacturer, conveyed the experience of a car without actually having produced it.

Ad Council: Love has no labels

This case study details how Ad Council, the American public service non-profit, created approachable creative, 'Love has no labels,' to show the public biases that they didn't know they had.

Latest articles

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.

How Persil reframed Dirt is Good for digital natives

This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

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.

Heady Topper brews up a craft beer revolution

This event report outlines how Heady Topper, which is brewed by The Alchemist, has become one of the most iconic craft beers in the US and beyond.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com