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