How paid and earned media agencies can drive longevity and effectiveness together

Kalila Welch

May 12, 2023 9:05

PR and paid media agencies must work hand in hand to take full advantaged of earned media attention, We Are Different’s founder and director, Stuart Terry, and Avenue C’s chief strategy officer, Melissa Mullins, asserted at Mumbrella’s CommsCon event on Thursday.

Alignment between earned and paid media strategy was essential to both “enhance creative effectiveness”, create “longevity”, and deliver “efficiency”, said Terry.

Mullins and Terry spoke at CommsCon on Thursday

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella for a year.

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