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Paid Media

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Course Type: 

Paid Media is now part of the PR mainstream, as increasingly we have to pay to gain access to online audiences. We’ve become advertisers almost by accident and as a result can now gain a holistic view of activity that was often siloed in separate departments.

This is no bad thing; it means we can better target audiences and guarantee eyeballs according to interest, location and demographic. It’s also measurable, but the creative and calls-to-action have to be appealing.

The rise of Paid Media in PR provides revenue opportunities and also potentially improved results.

Course Objectives: 

How attendees will benefit

In this webinar, we will cover:

  • Where Paid Media fits into planning, alongside Earned, Shared and Owned Media (often referred to as the ‘PESO model’)
  • Jargon busting
  • Planning for Paid Media: The journey, design and wording
  • A/B testing
  • Platform-specific ad options, including
  • Facebook
  • Twitter
  • LinkedIn
  • Instagram
  • Google Ads
  • Video placement
  • Native advertising
  • Affiliate marketing
  • Tagging and tracking
  • Content discovery platforms
  • Ad management (Demand-side Platforms)

Who should attend?
Anyone who has an interest in how Paid Media could help them increase the reach and effectiveness of their online content campaigns.