What you’re about to read might sound like bad news.
But for businesses that arm themselves with the right tools, it actually represents a huge opportunity just waiting to be realised.
You see, consumer trust is falling across the board. Global research firm Nielsen reports that consumers now trust print, TV and radio ads less than they did five years ago. At the same time, Edelman’s 2017 Trust Barometer shows that trust in public institutions plummeted last year.
In fact, it’s earned media that people see as the most trusted ingredient in the marketing mix. Recommendations from friends and family top Nielsen’s consumer trust index, with 83% of respondents saying they trust them.
Yet, despite yielding the best results, earned media’s power has failed to translate into increased marketing investment. Even though consumer trust in advertising is plummeting, it’s actually paid media budgets that have seen exponential growth in recent years.
Ask any CMO and they’ll tell you why. They feel confident investing in paid media because it’s easy to measure, easy to manage and easy to see when it’s generating ROI.
Ensuring company execs feel the same way about earned media is the key to unlocking its true potential – and helping communications claim its rightful place in the marketing mix. But historically, communicators have lacked the tools to do this.
This is now changing. New technology is helping huge brands around the world maximise the impact of their campaigns and measure the true contribution earned media makes to their businesses. Thanks to the latest PR and comms tools:
- The Museum of London substantially boosted its 2017 visitor numbers with a targeted campaign that increased its social media engagement 60% year-on-year.
- The Stroke Association doubled the number of signatures its #NewEra petition was generating last year, collecting 55,000 names and securing two meetings with a government health minister.
- And Slimming World increased its brand’s reach 25% in just six weeks with its Dream Weight campaign – generating more than 11,000 web sessions in the process.
As you’ll see in Cision’s latest white paper, Why it’s time for CMOs to embrace PR and comms, that’s just a taste of what’s possible with with the latest media monitoring, outreach and analytics technology.
With these tools at your disposal, your comms team will finally have everything it needs to compete on a level playing field with their marketing and advertising colleagues.
So, download this brand new white paper today to discover the true scale of this opportunity for your business – and see why it’s finally time for CMOs to embrace PR and comms.