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Evolving Earned Attention: New Measurement Imperatives for NZ Marketers
Industry leaders at CommsCon discussed the rising importance of earned media and the need for more sophisticated measurement beyond traditional metrics. The conversation highlighted a shift towards integrating PR and marketing for a holistic view of brand impact and consumer engagement.
What Happened
- •A CommsCon session on 25 March 2026, featuring Rob Lowe (Poem) and Tom Walter (Uber ANZ), addressed the increasing influence of earned attention.
- •The discussion challenged the historical perception of PR as secondary to advertising.
- •Speakers advocated for new, more robust methods to quantify the value and impact of earned media.
- •The session emphasised the necessity of integrating earned attention metrics into broader marketing strategies.
- •It was noted that traditional PR measurement often falls short in demonstrating tangible business outcomes.
Why It Matters for NZ Marketers
- •New Zealand brands often operate with leaner marketing budgets, making efficient and measurable earned media critical for reach and credibility.
- •The fragmented local media landscape means earned attention can cut through clutter more effectively than paid channels alone.
- •NZ consumers are increasingly discerning; authentic earned media can build trust more powerfully than direct advertising.
- •Local agencies and marketing teams need to upskill in advanced earned media measurement to prove ROI and secure future investment.
- •Integrating PR measurement into overall marketing analytics will provide a clearer picture of brand health and campaign effectiveness for NZ businesses.
Strategic Implications
- •Marketers must develop comprehensive measurement frameworks that link earned media activities to tangible business objectives, such as sales or brand sentiment.
- •Invest in tools and expertise that can track and analyse earned attention across diverse digital and traditional channels.
- •Foster closer collaboration between PR, social media, and advertising teams to create integrated campaigns and shared performance metrics.
- •Shift focus from vanity metrics (e.g., impressions) to deeper insights like audience engagement, sentiment, and conversion influence.
- •Educate stakeholders on the long-term brand building and trust-generating power of earned media, supported by data.
Future Trend Signals
- •Increased adoption of AI and advanced analytics for real-time sentiment analysis and impact attribution in earned media.
- •A convergence of PR and marketing disciplines, leading to unified strategy and measurement platforms.
- •Greater demand for bespoke, industry-specific earned media measurement solutions.
- •Performance-based models for PR and earned media becoming more prevalent, mirroring paid media approaches.
Sources
Editorial note: This analysis is original, AI-assisted editorial content. All source material is attributed with links. No full articles are reproduced. Short excerpts are used under fair dealing principles.
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