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PR, WOM & earned media

Public Relations (PR) is a discipline related to marketing but often treated separately within organisations. Traditionally it was focused on managing a brand’s reputation, particularly via media coverage; increasingly it overlaps with marketing in terms of managing perceptions of a brand across multiple touchpoints. PR as a marketing discipline can promote positive word-of-mouth (WOM) and generate earned media through, for example, mass media news stories and working with ‘influencers’.

Key Reading

Important papers from across the Warc database

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.
Why using PR in tandem with advertising can maximise value – as press coverage is linked to higher sales.
Best Practice paper arguing that PR should now be afforded a more important role by almost all companies.
Why the redundancy of PR in a cynical user-generated content world has become a favourite industry theme.
This article outlines practical guidance for brands to make their online videos 'go viral'.

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