June 8, 2022 12:00 pm


How Earned Media Drives Consumer Behavior: A Quantitative Analysis

The impact of PR on consumer behavior used to be a “black box”. That’s why Onclusive invented PR Attribution™ to connect earned and owned media content to outcomes – measuring how many times people, after having read an article about your brand, eventually visit your website and which actions they take. We recently analyzed our PR Attribution™ data and uncovered some surprising insights that could change how PR pros approach their strategies. During this webinar, our panel of communications and data experts will reveal how earned media drives consumer behavior based on the findings from over 100,000 media articles published in 2021 that covered both business-to-consumer and business-to-business brands across a wide range of industries.


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Frank Mulhern, PhD

Associate Dean of Research and Professor at Northwestern University’s Medill School of Journalism, Media and Integrated Communications.

Frank Mulhern is Associate Dean of Research and Professor at Northwestern University’s Medill School of Journalism, Media and Integrated Communications. Mulhern specializes in research on the economics of marketing, the impact of new media technologies on marketing communications and the measurement of advertising and promotion effects, particularly in retail environments. He is the co-author of the textbook, “Marketing Communications: Integrated Theory, Strategy and Tactics and was previously on the faculty at the Smeal College of Business Administration at Pennsylvania State University.

Sean O'Neal

General Manager, Onclusive North America

Sean O’Neal is the General Manager of Onclusive North America where he oversees commercial operations.

For 25 years Sean has been building marketing technology businesses and has held executive positions at Nielsen, Sony, The Daily Mail, and others. Sean serves on various industry committees, sits on several advisory boards, and is a frequent speaker and editorial contributor for Forbes, The Cannes Lions Festival of Creativity, The American Marketing Association, and others.

Danielle Bosch

Research Analyst, Onclusive.

Danielle Bosch is a Research Analyst at Onclusive. She began her journey at Onclusive as a part time Research Associate while finishing her education. Danielle recently graduated from the University of Rochester where she received her Masters of Science in Marketing Analytics. She specializes in insights, data analytics, and market research.

In this webinar, you’ll learn:

How PR Attribution™ reliably measures specific behavioral outcomes

Which media attributes – including publication authority, reach, article relevance, brand sentiment and reader engagement – are key to driving action from your audience

Why rely on hard data (hint: some of the results are 100% counterintuitive!)

How this data can help you improve communications performance