inbound bold talks: steve rubel
TRANSCRIPT
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
