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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

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.

Double Robotics: Lucy the Robot

This case study describes how the American technology company Double Robotics created a humanoid robot to showcase its expertise and break into the Australian market with a new product.

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.

Doctors of the World: More than a Costume

This case study describes how Doctors of the World, a little-known US non-profit fighting Ebola, used the protective suit as both a Halloween costume and a donation device.

Latest articles

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.

Bouncing Back: How Nestle re-Launched Maggi, KitKat and Nescafe in India

This article outlines how Nestlé India approached relaunching the Maggi brand following a food safety crisis, as well its approach to building brand equity for relaunched KitKat & Nescafé products.

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.

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