赢媒体复苏_帮助专业公关人士提升职业水平的专业指南（英文版）.pdfVIP

研报客 EARNED MEDIA RESURGENCE An Expert Guide to Help PR Pros Elevate Their Profession BY JAY BAER 866.639.5087 130 E Randolph St., 7th Floor, Chicago, IL 60601 Copyright © 2019 Cision Ltd. All Rights Reserved. 研报客 INTRODUCTION Communications has a rich and interesting history. Ironically—at the same time—the opportunity for It became established in the 1920s in the United earned media is greater than ever. Consumers are States when private companies started employing ad-weary: 38 percent of adults have ad-blocking communications professionals. Arthur W. Page was software on their computers. Thirty years ago, the among them. He worked as a VP of Public Rela- average American was targeted by 560 daily advertis- tions for ATT. In his role, Mr. Page insisted commu- ing messages. Today, the number is more than 3,500. nications proactively drive corporate policy, and his Consumers are tired of receiving a deluge approach influenced professionals for decades. of advertising messages, and they trust them less. Only 47 percent of people trust ads that appear For the next 30 years, corporate communications alongside online search results. were well-regarded. Unlike advertising and it was data-driven—communicators were involved in research to understand what con- owned media, authentic sumers thought and believed. information is at the core