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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.

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

Lexus: Vehicle recognition digital billboards

This case study describes how Lexus built awareness of the new Lexus NX vehicle in Australia by using targeted interactive media.

Xperia: Launching the world's first underwater store

This case study shows how Sony, the technology company, created the world's first underwater store to market the Xperia Z3, the world's first fully waterproof phone.

SmartLife: SAPNA (Dream) – How 17,793 nails shaped the future of generations to come

This case study shows how SmartLife, an NGO for labourers in Dubai, sold nails and asked people to hammer them into a wall to raise awareness of workers and their dreams, and raise funds for the workers' children.

Lowe's Fix in Six: A sensation in six seconds

This case study demonstrates how Lowe's, a home improvement chain in the US, developed a new utility for a burgeoning social media platform to drive engagement with millennials.

Latest articles

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.

Point of view: The era of outrage advertising

This article discusses the advertising tactic of provoking outrage, and argues that advertisers should not 'poke the bear'.

Identifying social media's global brand promoters

This presentation identifies what makes a true brand advocate, based on the findings from a survey across 11 countries.

How Snickers used buzz to overcome 'challenger brand' status in Japan

This event report demonstrates how Snickers, the confectionery brand owned by Mars, adapted its global brand position for Japan during the 2014 Christmas season.

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