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The March of PR: The increasing dominance of earned media ideas in integrated marketing

Location: Online
Organiser: PRmoment Events
Price: FREE

Why Attend: Integrated is the single biggest opportunity for PR. Earned first thinking differentiates PR from the rest of the pack when it comes to creative thinking.

PR is better positioned to run an integrated strategy than an ad agency - because it is easier for earned ideas to turn into paid ideas than it is for paid first ideas to work across earned.

Attend this webinar to hear more about why PR and the earned media ideas it generates are the keys to unlocking your integrated communication campaigns.

How it works: Please register via Hopin using the button below, you’ll be sent an email confirmation and be able to add the webinar details to your calendar.

Please note all attendees will be sent a recording of the presentations after the event.


4.00 pm

Chairperson’s intro
Ben Smith, founder, PRmoment

4.05 pm

A Guide to Modern Public Relations: Building Consumer Trust in the Digital Age
Charlie Ayling, head of field marketing EMEA (EN), Meltwater

4.25 pm

Why earned media ideas work across paid but paid ideas are less effective across earned channels
Chris Hides, managing director, The Academy

  • Why consistent earned media success is so hard: how to unify the demands of the brand, the channel and the audience
  • The best-integrated marketing agency groups don’t share many integrated clients - why?
  • What does a successfully integrated marketing offer look like?
  • Imitation is the sincerest form of flattery: How the other marketing disciplines are catching up 

4.45 pm

3 Case Studies Illustrating the Power of Earned at the Heart of an Idea
Kandace Williamson, account director, The Romans

  • Case Study 1: Shea Moisture’s Spread the Word campaign as part of Black History Month
  • Case Study 2: Lidl Bear's Toy Bank: An earned idea that was integrated into the Christmas advertising campaign
  • Case Study 3: OTO’s Insomnia campaign: Iconic Faithless anthem is remixed into a 27-minute sleep track


5.10 pm

Chairpersons closing remarks  


This event is worth 20 points
towards the PRCA CPD

Thanks to Meltwater for partnering with us for this event.