PRmoment Leaders PA Mediapoint PA Assignments PRCA PRmoment Awards Winners North Creative Moment Awards 2024 PR Masterclass: AI in PR

How to maximise the impact of your paid, earned, shared and owned media

Location: Virtual Event
Organiser: PRmoment
Price: 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

Case Study: The Government’s COVID-19 vaccine communications strategy
James Sorene, Deputy Director, COVID 19 Vaccine Communications, Department of Health and Social Care


Case study: How Oracle uses its content across paid, earned, shared and owned media
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
  • Earned 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 maximise your content across multiple channels
Charlotte Mair, founder and managing director, The Fitting Room

Victoria Usher, CEO, Ginger May
Rax Lakhani, social media consultant

5.30 pm

Case Study 3: How Diageo blends its earned and paid channel strategies
James Alexander, global head of consumer PR & social, Captain Morgan, 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