How to Maximise the Impact of Your Paid, Earned, Shared and Owned Media

When: (Virtual Event)
Organiser: PRmoment
Cost: Free to attend

Why Attend: This event examines how PR and communication teams can utilise their content across multiple channels using paid, earned, shared and owned media (PESO.)

This is latest a series of events that we're running as part of the Meltwater Comms Collective series

How it works: Please register via Eventbrite using the button below, you'll be sent the log in details for the virtual event 48 hours before it starts. All delegates will be sent a password protected recording of the event and the speaker slides post the event.

4.00 pm

Intro and Welcome
Wesley Mathew, head of marketing UKI & India, Meltwater


4.15 pm

The NHS campaign to promote trust in the COVID vaccines amongst black, Asian and minority communities
Simon Enright, director of communications, NHS England and NHS Improvement

  • Why earned media gives you credibility and paid gives you reach
  • How WhatsApp is the most common channel for misinformation about the COVID vaccines
  • The importance of community and own language channels for NHS communications
  • WhatsApp is an only earned channel but it's also the most influential
  • How local radio and local TV can give you reach and trust
  • Why, for the NHS vaccine campaign, it's easier to measure outcomes than outputs


Case study: How Oracle's comms team uses its content across paid, earned, shared and owned media shared
Paul De Lara, senior director, corporate communications, EMEA, Oracle

  • Why the worst thing you can do with content is only to use it once!
  • Why 20% of your effort should be on creating content, 80% of your effort should be promoting it
  • Eared media is great for authenticity and reach but the number of impactful publications is decreasing
  • How the Oracle blog has become a sales asset to nurture the purchase customer journey
  • How Oracle uses its content across social: organic owned channels, its employees and paid

5.05 pm

Panel: How to slice and dice your content across different formats and channels
Charlotte Mair, founder and managing director, The Fitting Room

Victoria Usher, CEO, Ginger May
Rax Lakhani, Social Media Consultant

5.30 pm

How Diageo blends its earned and paid channel strategies
James Alexander, Head of Culture & Entertainment, PR & Influencer Marketing. Premium Core, Europe Marketing, Diageo
  • Applying the principles of PESO to organise your communications
  • How Diageo uses search patterns to define its earned content strategy
  • The importance of eCommerce via PR and creating "purchasable content"

6.00 pm

Close of webinar


Thanks to Meltwater for partnering with us for this event