Ellen Gerstein

A new survey from PR measurement platform Memo is a feel-good story for chief communications officers and their teams, but there is a catch. The survey highlights a 34% increase in communications teams reporting directly to the CEO versus last year and a 26% decrease in comms reporting to marketing. In today’s complex, politicized, multi-stakeholder world, getting communications pitch perfect is mission critical for every organization. That’s more likely to happen when comms teams have the CEO’s ear. BUT: The more separation there is between comms and marketing functions, the greater the risk of strategic dissonance between earned and paid media. Blending them creates powerful synergy. Here are 8 ways to do it, starting today: 1. Align your messaging across earned and paid channels for cohesive brand storytelling. 2. Amplify earned media coverage using paid to reach audiences who don’t consume through traditional channels. 3. Boost press coverage with paid media to enhance credibility and trust. 4. Extend the lifespan of strategically relevant earned media using engaging paid formats that keep the story alive. 5. Ensure a well-rounded narrative by promoting owned content that fills gaps in your brand story not sufficiently covered by the media. 6. Redirect key earned media storylines to specific audience segments (e.g., investors, future talent) by leveraging niche paid targeting. 7. Transform earned media outcomes into compelling multimedia formats — animations, videos, or carousels — to enhance your storytelling. 8. Report results holistically by showing exec teams how earned and paid media can work together to create greater impact. A well-rounded, cohesive media strategy is essential for breaking through the clutter. Separate reporting lines and bifurcated budgets shouldn't stand in the way. ♻️ Repost if you find this helpful or add to my list of tips. How do you integrate earned and paid media? #CommsStrategy #EarnedMedia #PaidMedia

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Nearly 550 million people are affected by chronic respiratory diseases like asthma and chronic obstructive pulmonary disease (COPD) worldwide. With five decades of experience as leaders in respiratory disease, AstraZeneca, aims to transform patient outcomes by delivering sustainable respiratory care that balances both patient and planetary needs. As part of our Ambition Zero Carbon strategy, we’re making important progress in our efforts to decarbonise respiratory care, by transitioning our entire pressurised metered-dose inhaler portfolio to a next-generation propellant with near-zero global warming potential. Hear more about our respiratory sustainability ambition. #TransformingRespiratoryCare #WhatScienceCanDo

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Another excellent take from the fabulous Molly McPherson for Forbes. As PR pros, we often watch brand crises with a watchful eye and study the response. UnitedHealth's leaked internal video is a lesson in what NOT to do. We often counsel clients that in a crisis, defensiveness is a natural reaction, but expressing that defensiveness (even to your internal teams) can create a crisis of its own. "When leaders let emotional defensiveness take over, they risk losing consumer trust and alienating their own teams." What should have come as an opportunity to Listen and Learn is instead a giant L for UnitedHealth. #crisiscommunications #publicrelations #PRFail

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The October monthly episode of our For Immediate Release podcast explores critical communication trends. Shel Holtz, SCMP, and I discuss six compelling topics, including Reddit's potential for crisis comms, the state of blogging in 2024, ethical concerns in celebrity news coverage, workplace connection challenges, and AI's impact across industries. In a blog post, I've set out some key takeaways that present opportunities for communicators, including leveraging Reddit for stakeholder engagement and preparing to guide organisations through AI adoption. Read more and listen now for valuable perspectives and insights on navigating today's complex communication landscape. https://lnkd.in/e5_CcMR2

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We’re a few days away from #ASCO24 where new data & findings will be shared with oncology leaders globally. Yet, despite new treatments & advancements, our greatest defense against advanced cancer remains the same: screenings. ☑ With younger adults being diagnosed with cancer at startling rates 📈, coupled with society’s social media obsession, it makes sense that RC found social media 📲 as the most effective way to raise awareness & inspire action for cancer screenings. (And, if you’re into longevity science like me, you’re channeling your inner #peterattia & focusing on prevention like it’s your job).

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With corporate mergers, restructuring, revenue declines and AI becoming the new normal, the focus for many workers in PR and comms has shifted from furthering careers to just being able to keep on making a good living. Here are some pointers for handling that instability -- Jane Genova https://odwpr.us/3OTpFcM

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🌟 🧠 What is your communications superpower? Say it loud and proud in the comments... we all have something we're really good at and there's so much more to comms than most people even know! Mine? I'd say it's digging up the 'why,' the deeper meaning behind the company, the perspective, or the product. That's the real deal to me - the stuff I want to know about - what makes it so cool, different, or better, and why? Share yours below to power up our Thursdays! #comms #CWC #PR

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PRWeek's great 2024 Business Report highlights the key challenge facing our industry. Communications is more important than ever. Comms and policy leaders are being asked to play far larger roles as business partners supporting ever more stakeholders. So why did the industry suffer so much in 2023 after many years of growth? As an sector, we are not adapting fast enough to the needs. Organizations are desperate for help but also under tremendous financial strain. They now need both senior level counsel and advisory support as well as deep domain expertise to actually produce. By and large, our industry is still split by this chasm - between strategic and tactical. Clients cannot afford to separate these, either in time or money. At Bully Pulpit International our goal is to bridge this divide, building a team that can both 'think and do' at the highest levels. It's not always easy. Last year was a challenge. But if you share this vision for the future, please check out some of our open roles: https://lnkd.in/dGQwJUSG

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My friend and colleague Jeff Caporizzo, a cancer survivor, will join an amazing panel of public health leaders from FDA, CDC, and NIH to share their insights on how audience-driven communications strategies can change the public’s awareness and behaviors towards cancer. Don’t miss this upcoming ICF webinar about the role communications can play in supporting positive public health outcomes. #cancerprevention #cancercommunications #CDC #FDA #NIH https://lnkd.in/e7te6Hh7

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“Which reporters do you know in our business?” If you are a communicator, you are often posed this question by executives, colleagues or clients. Many think a communicator’s most important asset is the journalists they know. The truth is that knowing a contact might get your email read. But it is never a guaranteed and published story. What is more important than knowing someone? It’s about creating a relevant and enticing story that matches the editorial focus of an outlet and reporter. Communicators know how to craft a good story for the right audience. Success always hinges on how well they connect the story to the outlet’s audience. It’s always about the story. Connect with me to learn more about connecting your corporate story to your target audience. #Communications #MediaRelations #Storytelling #PR #Journalism

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Read out latest newsletter for updates you should know about. #ICANN

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Misinformation, language barriers, and systemic inequities are hindering access to quality healthcare. How can we as PR communicators bridge the gap? Dive into the world of healthcare PR with Public Relations Specialist, Lupe Dragon as she explains why it's more important than ever to have great communication strategies in healthcare. 🗣️ 🩺🥼 🔗 https://lnkd.in/eedeQCnF #Blog #Healthcare #PublicRelations #PR

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In the constantly changing media landscape, it is crucial to embrace and advocate for the disability community within marketing, communications, and social media. In their February newsletter, Disability:IN highlighted some recent compelling examples and powerful stories. Check it out! #DisabilityRepresentation

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Thank you for the opportunity to share my thoughts on PM360 Magazine. I hope this inspires you to be curious about what data could do for you! We've come a long way since I was knocking on a data scientist's door, asking him/her to break down how predictive works. Most communicators can now use platforms and software to predict how a news article will be shared or an audience will feel. We can be proactive more than ever before. #healthcarecommunications #analytics #predictiveanalytics

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From internal agency structures in corporate settings to the agency mindset and agency hires … In this episode of the Communications Business Advisor podcast we’re addressing “The agency impact in corporate communications.” Just one more episode in season one. Listen in on your favorite podcast player, then tell me which episode resonated most, or which one helped you learn something new. Oh, and I’m sourcing topics for season two now. Got something to share? Send a DM. #communications #corporatecommunications #publicrelations #internalcommunications

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As RFK Jr. takes the reins at HHS, 2025 could mark a pivotal year for health communications. In an era where public health narratives are shaped often by platforms like TikTok rather than by the CDC, the need for science-backed education has never been greater. Patients are increasingly using social media to self-educate, which makes clear, compelling, and evidence-driven storytelling critical. And yes, some of this will be from corporations/brands but at the end of the day we will have to lean on trusted voices. I see certified physicians and patient-led communities playing hero roles in bridging the gap between credible data and accessible communication. Companies like MedFluencers and Savvy Cooperative are already leading the charge, proving that health literacy and authenticity can coexist on these platforms. With rare disease communities already demonstrating how empowered, knowledgeable patients can drive better outcomes, could this become the evolving model for all healthcare communications?

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From Oprah to South Park, everyone is talking about #GLP1s and their potential to revolutionize obesity care, for better or worse. Vote using PanelPicker, so Real Chemistry can bring the topic of #obesity care at #SXSW, in a way that inspires industry leaders to work with consumers, clinicians, and change agents to unlock a more productive healthcare system: https://bit.ly/4fCqfHF

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Are you ready for it? The 2024 US Election further accelerated a media shift that's been coming - one that's a game changer for brands and organizations. Our Earned Media Innovation Lead Brad Burke explains more in PRWeek.

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