The lines have blurred -- in media, advertising and PR. Here are six examples of companies embracing the change and doing what PR has always done best: earned media.

1. Six Creative PR Ideas that Blend
Marketing for Bigger Buzz
How Paid, Owned and Shared Media Lead to Earned Media
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2. “It is not the strongest of the
species that survive, nor the most
intelligent, but the one most
responsive to change.”
-Darwin
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3. Facts
• The tools have changed.
• The media has changed.
• Marketing has changed.
 PR must lead change.
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4. Adapting to Change
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5. 1. Guerrilla marketing drives coverage
Liberty Tax’s “Waivers” are aimed at
driving foot traffic to stores, but
there’s a human interest story for
driving earned media.
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6. 2. From social media, to paid media to earned media
Ben & Jerry’s ran a
photo contest on social
media, chose winners to
used in local
advertising, which led to
earned media.
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7. 3. Social proof for crossing the earned media threshold
Hasbro’s Facebook contest to
“Save Your Token” tapped social
media – and by extension social
proof – to earn media.
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8. 5. Native advertising: Not your father’s advertising
Native advertising is the new
advertorial, except the
distinction between news and
advertisement is a whole lot
blurrier. BuzzFeed is one
publication experimenting with
the concept and Taco Bell gives
the publication something worth
writing about with its social
interactions. And the content
moves in with a viral nature
with a “cool” factor.
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9. 5. Ads can make news
Old Ebbitt Grill, a restaurant in
Washington, DC, started printing timely
AP stories on it’s receipts for customers
– and selling ad space. The media took
note.
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10. 6. Partners + Contests + Ads + Coolness = Earned Media
Unilever teamed with Space Expedition
Corporation (SXC), which is developing
plans for commercial space flight, to
launch a contest to give free space
rides. The campaign is tied to a
SuperBowl commercial, blending
media, and earning media as a result.
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11. www.swordandthescript.com

12. The Path Forward
• The lines have blurred in:
– News
– Social media
– Marketing
• Advertising looks more like PR.
• Marketing looks more like PR.
 PR must lead change.
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13. Read more about these creative PR ideas here:
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14. Thank You for Viewing!
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Frank Strong
PR | Content Marketing | Social Media
Connect with me online – the icons below are hyperlinked!
www.swordandthescript.com