Using data to track the success or failure of media campaigns is not a new concept. Back in 1927, the public relations industry made a name for itself when Arthur Page negotiated the top communications job working for AT&T.

Fast-forward to today, where something has been lost: the data behind the decisions being made. According to the 2018 Global Comms Report, 77% of PR and comms respondents indicate that they can do a better job at measuring and proving their impact on business objectives.

The comms profession often struggles to command there respect it deserves, but how did the industry fall so far in prominence? Why are PR pros, who were once held in such high esteem, now locked out of boardrooms and c-suite conversations? Why did comms professionals lose their budgets to their paid and owned counterparts?

This white paper explores the concept of Earned Media Management and how technology, data, processes, and analysis will modernise the comms function from an expense into a business driver.

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