This document discusses Edelman's approach to sponsored content and partnerships with news media. It acknowledges the long-standing relationship between PR and the press. It also notes that market changes like declining ad rates and the rise of ad tech have disrupted traditional business models and led marketers and media companies to embrace new formats like sponsored content, product placements, and naming rights agreements. The document outlines Edelman's framework for ethical sponsored content, including disclosing sponsorship, focusing on quality over replacing earned media, maintaining separation between paid and earned media work, and not engaging in quid pro quo discussions.

1. SPONSORED
CONTENT
A Broader Relationship with the U.S. News
Media

2. PR AND THE PRESS:
A LONG PARTNERSHIP

3. SPONSORED
CONTENT:
A WIDER
PARTNERSHIP

4. SPONSORED
CONTENT: PAID
AMPLIFICATION

5. WHY NOW:
A STORM OF
DISRUPTION

6. SCARCITY ERODES:
SUPPLY > DEMAND

7. SUBSCRIPTION FEES:
(MOSTLY) OFF THE
TABLE

8. AD TECH BOOMS,
AD RATES DROP

9. MARKETERS
EMBRACE A
CONVERGED MODEL

10. EMERGING FORMATS:
A MIX OF OLD AND
NEW

11. ADVERTORIAL:
PAID SYNDICATION

12. PRODUCT
PLACEMENT:
PAID INTEGRATION

13. NAMING RIGHTS:
PAID CO-CREATION

15. SPONSORED
CONTENT:
ETHICAL FRAMEWORK

16. CRITICAL ISSUE ONE:
DISCLOSURE
• Edelman will disclose that editorial-
style “sponsored content” on major
news sites is in fact sponsored
• The firm will advocate that its
partners include the opportunity for
the audience to substantively
participate in the conversation

17. CRITICAL ISSUE TWO:
QUALITY
• Sponsored content programs will
be primarily utilized to amplify that
which is owned and/or earned
media - not replace it
• In a fluid medium, sponsored
content should aim to be constantly
updated and sometimes expanded
to reflect new information

18. CRITICAL ISSUE
THREE:
PROCESS• Edelman will not engage in quid pro
quo discussions that intertwine paid
and earned. Further, it maintains a
strict policy that it does not engage
in pay-for-play
• The firm will separate its day-to-day
earned media work with journalists
from the paid work in structuring
news media partnerships

19. Steve Rubel
steve.rubel@edelman.com
@steverubel
http://edl.mn/scpaper