Featuring:
-Michael Frohlich, EMEA CEO and chief transformation officer, Weber Shandwick
-Molly McKenna, senior director of global brand communications, McDonald’s
-Steve Barrett, VP, editorial director, PRWeek
Brands (such as McDonald’s) that are shaping conversations and culture are the brands that will thrive. These are the brands that are earning their right to play a role in people’s lives. But to earn value, you have to contribute value.
Weber Shandwick’s latest research says that campaigns that took an earned first approach in driving coverage and conversation over the long term were 53% more likely to drive very large business effects versus campaigns that didn’t.
If earned media is becoming an increasingly significant part of the marketing playbook, what are the rules to follow when navigating the era of earned?
This conversation explores why taking an earned-first approach goes beyond “earned media.” It’s a mindset. And one that will guarantee both short-term impact and long-term, sustainable value.