inbound bold talks: steve rubel
TRANSCRIPT
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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
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PR AND THE PRESS:A LONG PARTNERSHIP
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SPONSORED CONTENT:A WIDER PARTNERSHIP
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SPONSORED CONTENT: PAID AMPLIFICATION
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WHY NOW:A STORM OF DISRUPTION
WHY NOW:A STORM OF DISRUPTION
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SCARCITY ERODES: SUPPLY > DEMAND
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SUBSCRIPTION FEES:(MOSTLY) OFF THE
TABLE
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AD TECH BOOMS,AD RATES DROP
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MARKETERS EMBRACE A
CONVERGED MODEL
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EMERGING FORMATS:A MIX OF OLD AND NEW
EMERGING FORMATS:A MIX OF OLD AND NEW
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ADVERTORIAL:PAID SYNDICATION
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PRODUCT PLACEMENT:PAID INTEGRATION
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NAMING RIGHTS:PAID CO-CREATION
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SPONSORED CONTENT:ETHICAL FRAMEWORKSPONSORED CONTENT:ETHICAL FRAMEWORK
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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
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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
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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