Digitisation has broken down the traditional silos separating PR and comms, marketing and advertising. This evolution has allowed professionals from across the marketing mix to deliver harmonious and effective campaigns using a mixture of paid, owned and earned media.

However, the opportunities this presents also brings unique issues. Given that earned media professionals have traditionally gone about their work far differently to colleagues in paid and owned, how do you create a workflow which works for communicators, marketers and advertisers?

This white paper will examine how the integration of marketing disciplines is changing the way campaigns are created and executed. It will discuss why communicators need to start using data like their colleagues in paid and owned media.

Finally, it will explore why adopting Earned Media Management and implementing its four tenets will allow comms professionals to demonstrate that their role is a business driver rather than an expense, as has already been demonstrated by colleagues in owned and paid sectors.

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