Matt Robbins from Lewis PR presented on the true impact of earned media on brands and employee engagement. Earned media, such as positive press coverage, can increase employee morale, sharing on social media, and retention while decreasing turnover. Negative press coverage can decrease employee applications and sharing. Earned media shapes the employee experience and brands should share media mentions with employees, address misleading narratives, and accept employee feedback.

2. PRESENTED BY
Matt Robbins
Vice President of Research and Insights
LEWIS PR
The True Impact of Earned
Media
Understanding how your core brand promises are being
presented in the media

3. Earned Media’s Impact on Brands
Earned Media’s Impact on Employee
Engagement
How Earned Media Shapes the Employee
Experience
Do’s and Don’ts
3

4. “The end of
advertising as we
know it.”
-Forrester
May 2017
66% of people trust
content from media
outlets.
64% of people trust
content from brands.
Only 47% of people trust content
from ads that appear in online
search results.
Source: “The Role of Fake News” – LEWIS and Forrester CMO Report

5. Due to positive press…
of US workers would not
apply to a company
experiencing negative press.
42%
36
%
19
%
increase of employees
sharing positive things about
the company on social
channels
71
%
of US companies had higher
morale among employees
less employee turnover
Due to negative press…
Source: 2017 Careerbuilder Survey

6. Three Brands, Three Unique Situations,
Three Different Outcomes

7. Do: Share earned media
mentions with employees in real
time
Don’t: Provide different versions of stories
to employee and the media
Do: Set the record straight with
employees during misleading media
narratives
Don’t: Force employees to share
earned media over their social
channels
Do: Allow employees to
provide feedback about
earned media

8. Thank you!
Matt Robbins
Vice President of Research and Insights, LEWIS PR
matt.robbins@teamlewis.com