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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

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.

Plan Norway: #StopTheWedding

This case study describes how Plan Norway, an NGO working for girls' rights, raised awareness about child marriage and its consequences among women, youth, politicians and the general public and recruited new supporters by making the problem feel closer to home.

Paw Justice: Turning the tables on Trade Me

This case study shows how Paw Justice, a non-profit organisation, put a rival at the core of its own campaign to make this rival change its practices.

Philips Air Purifiers: Bringing air pollution closer to people's lives

This case study shows how Philips, an electronic appliances brand, grew its air purifiers market share by making air pollution a personal issue.

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.

How Colgate, Philips and Durex Do Influencer Marketing in India

The article examines how Colgate, Philips and Durex partnered with popular celebrities and online influencers to build their brands in India.

Best practices for social video

This webinar presents key trends that are driving the success of video, how brands are using social video to enhance their social strategies, and the value of investing in new platforms like Facebook Live.

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.

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