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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

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.

Plume Labs: Pigeon Air Patrol

This case study shows how Plume Labs, a predictive technologies start-up, created a Twitter engagement campaign to increase awareness around air pollution in London.

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.

States United To Prevent Gun Violence (SUPGV): Guns With History - The Gun Shop

This case study describes a campaign for States United To Prevent Gun Violence (SUPGV), a US charity, to discourage first-time gun buyers from making the purchase with an experiential and digital campaign.

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.

Marriott finds ten tips for buzz marketing

This event report outlines how Marriott International, the hotel group, is using buzz marketing to engage with millennials.

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