赢媒体管理_公关与传播的演变（英文版）.pdfVIP

研报客 EARNED MEDIA MANAGEMENT: THE EVOLUTION OF PR AND COMMS 866.639.5087 130 E Randolph St., 7th Floor, Chicago, IL 60601 Copyright © 2018 Cision Ltd. All Rights Reserved. 研报客 Media Budget Allocation Global paid media spend ratios are currently Earned 0.5% at 95 percent, 4.5 percent for owned media and .5 percent for earned media. Owned 4.5% Paid 95% analysis to show how their work impacts both top and translatable data and the technology to provide that data, bottom line business objectives. They utilized those tools PR pros naturally focused on honing their storytelling to understand how specific interactions drove desired cus- craft, but there was a cost. The focus on using a research- tomer behaviors, such as buying new products or driving based and data-driven approach was lost. customer loyalty, and to optimize campaigns leveraging Enter a dark period where comms professionals’ these data and technology solutions to deliver more value. only recourse for the lack of accurate business impact is to In fact, marketers specializing in paid and owned media turn to coverage metrics like earned media clips and social saw a dramatical evolution of the campaign processes shares, likes and followers. These metrics, while interest- and methodologies due to the opportunities that