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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

Kuoni: A sand expert from Minnesota helps you pick a Mauritius or Seychelles holiday

This case study details how Kuoni, a luxury holidays company, promoted Indian Ocean holidays through photo editorials focusing on how sand differentiated the various destinations.

ActionAid: Viral videos brutally cut with a message about Female Genital Mutilation

This case study details how ActionAid, an international charity, raised awareness of Female Genital Mutilation (FGM) among the UK population through online video.

PayPal: The Evolution of PayPal - New Purpose, New Money

This paper describes a global research project for PayPal, the online payment service, which sought to contemporise the brand and align it with people's attitudes to money.

US Humane Society: The Shelter Pet Project

This case study details how the Humane Society of the United States, an animal welfare non-profit organisation, increased interest in pet adoption.

Latest articles

Deciphering Word-of-Mouth Marketing Campaign Reach: Everyday Conversation versus Institutionalized Word of Mouth

Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded.

Point of view: How to commit brand suicide

This article looks at how the once mighty Tata brand in India has fallen on hard times as a dispute between different management fractions severely damages its credibility.

The Evolution of PayPal: New Money, New Purpose: How great insight inspired PayPal to a successful brand relaunch

This paper describes a research project by PayPal, the online payment company, to help develop a new brand positioning to work globally (especially in emerging economies) and allow for future product innovation.

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.

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