inbound bold talks: steve rubel

SPONSORED CONTENTSPONSORED CONTENTA Broader Relationship with the U.S. News MediaSteve Rubel, Chief Content StrategistA Broader Relationship with the U.S. News MediaSteve Rubel, Chief Content Strategist

PR AND THE PRESS:A LONG PARTNERSHIP

SPONSORED CONTENT:A WIDER PARTNERSHIP

SPONSORED CONTENT: PAID AMPLIFICATION

WHY NOW:A STORM OF DISRUPTION

WHY NOW:A STORM OF DISRUPTION

SCARCITY ERODES: SUPPLY > DEMAND

SUBSCRIPTION FEES:(MOSTLY) OFF THE

TABLE

AD TECH BOOMS,AD RATES DROP

MARKETERS EMBRACE A

CONVERGED MODEL

EMERGING FORMATS:A MIX OF OLD AND NEW

EMERGING FORMATS:A MIX OF OLD AND NEW

ADVERTORIAL:PAID SYNDICATION

PRODUCT PLACEMENT:PAID INTEGRATION

NAMING RIGHTS:PAID CO-CREATION

SPONSORED CONTENT:ETHICAL FRAMEWORKSPONSORED CONTENT:ETHICAL FRAMEWORK

CRITICAL ISSUE ONE:DISCLOSURE

• Edelman will disclose that editorial-style “sponsored content” on major news sites is in fact sponsored

• The firm will advocate that its partners include the opportunity for the audience to substantively participate in the conversation

CRITICAL ISSUE TWO:QUALITY

• Sponsored content programs will be primarily utilized to amplify that which is owned and/or earned media - not replace it

• In a fluid medium, sponsored content should aim to be constantly updated and sometimes expanded to reflect new information

CRITICAL ISSUE THREE:

PROCESS• Edelman will not engage in quid pro quo

discussions that intertwine paid and earned. Further, it maintains a strict policy that it does not engage in pay-for-play

• The firm will separate its day-to-day earned media work with journalists from the paid work in structuring news media partnerships

Steve Rubelsteve.rubel@edelman.com

@steverubelhttp://edl.mn/scpaper