赢媒体复苏_帮助专业公关人士提升职业水平的专业指南（英文版）

CISION: EARNED MEDIA RESURGENCE Summary

Core Content

This document explores the evolving role of communications professionals in the context of a resurgence in earned media. It highlights the need for communicators to shift from traditional media relations to a more strategic and data-driven approach known as Earned Media Management. The focus is on how communicators can add value to their organizations by integrating with other functions, using data and metrics effectively, and embracing new skills and technologies.

Main Points

• Historical Context: Communications was once a respected, data-driven function in the 1920s–1950s, with budgets and strategic importance. However, over time, it became reactive, under-funded, and less central to organizational strategy.

• Earned Media's Relevance: Despite being under-funded, earned media is more valuable than ever. Consumers are overwhelmed by advertising and distrust it more, while earned media is seen as authentic, fact-checked, and real.

• Collaboration is Key: Modern communicators must work closely with marketing, advertising, and other departments. The PESO model (Paid, Earned, Shared, Owned) is used to guide integrated communication strategies.

• Data-Driven Communication: Communicators are now expected to use data and metrics to demonstrate the value of their work. True Measurement, which combines quality of coverage with business outcomes, is emphasized as a critical tool.

• Listening and Testing: Listening to audiences and testing different message structures, delivery methods, and channels is essential for success. This approach allows communicators to adapt and improve based on audience feedback.

• Multimodal Communication: The rise of social media has made visual communication a necessity. Communicators must now use multimedia elements like video and graphics to effectively convey their messages.

Key Changes for Communicators

1. Collaborate to Thrive

• Communicators must work with marketing, advertising, and other departments.
• The PESO model helps integrate communication strategies across the organization.
• Silo mentality is no longer viable; cross-functional collaboration is essential.

2. Use Data and Metrics to Tell a Meaningful Story

• Metrics like share of voice and sentiment are important for demonstrating ROI.
• True Measurement is a new framework that combines coverage quality with business impact.
• Communicators must standardize their measurement templates and ensure consistency in reporting.

3. Listen, Then Test and Learn

• Listening to audience needs and preferences is crucial for effective communication.
• Testing different channels and message formats helps determine what resonates best.
• Southwest Airlines shifted from using Twitter for news to a customer care channel based on audience feedback.

4. Become a Modern Communicator Who Can Do It All

• Communicators must develop a wide range of skills, including data analysis, video production, and social media management.
• Training and learning are ongoing processes to adapt to the changing landscape.
• Teams are expanding to include diverse talents, and communicators are expected to be strategic and versatile.

5. Embrace a Multimodality Approach

• Visual communication is now a core part of the communications function.
• Journalists increasingly rely on multimedia content, so communicators must provide digital-ready assets.
• Quality doesn't have to be perfect; authenticity and relevance are more important than polish.

6. Focus on Strategic Integration

• Communicators are seen as integrators who help define and maintain corporate character.
• They play a vital role in understanding how different stakeholders might be affected by organizational changes.
• Their insights are crucial for making informed decisions and aligning communication efforts with business goals.

Key Professionals Featured

• Moyra Knight (Astellas): Emphasizes measurable objectives and collaboration.
• Jeff Kuhlman (Bentley): Views PR and marketing as similar, with shared goals.
• Nikki Wheeler (CenturyLink): Highlights the importance of data and the role of multimedia.
• Elizabeth Rector (Cisco): Focuses on data and insights to drive strategic communication.
• Marcy Koen (Mastercard): Advocates for training and the use of digital tools.
• Lauren Lawson-Zilai (Goodwill): Works with community partners and uses PESO for planning.
• Linda Rutherford (Southwest): Champions a test-and-learn approach and integrates data into storytelling.

Conclusion

The communications function is undergoing a significant transformation, driven by the need to be more strategic, data-driven, and integrated. By adopting Earned Media Management, communicators can regain their strategic importance and demonstrate value to their organizations. The key is to embrace collaboration, use data effectively, and adapt to new communication tools and formats.