Using Owned Media to Drive Reputation

The Reputation Edition

Sept. 26, 2018 3–4:15 p.m. EDT
Full Price: $70
Members: $35

Categories: Crisis & Reputation, Social Media

Case in Point

Case in Points are online, interactive case studies that are focused on various industry topics within Communications. Each Case in Point is 75-minutes in length, includes a Concluding Case Study Summary and the interaction will be tied to a private, online community. The online community will encourage participation through videos, suggested readings tied to the topic and through conversing with other attendees before and after the live session.

PayPal is flipping the funnel and using its owned media to engage others in a conversation about their core values and brand. When PayPal spun off from eBay in 2015, it rebranded itself and redefined its corporate values. Realizing the value of driving the narrative, PayPal became its own media company, creating innovative programs and campaigns to engage global audiences. How is PayPal able to generate millions of viewers to its owned programming? Join us for this special Case in Point focused on Reputation.

After attending this Case in Point, participants will be able to:

  • Understand the importance of sharing corporate values with stakeholders.
  • Identify innovative ways to define and share corporate values.
  • Discover the power of using their own channels to enhance their organization’s corporate reputation.


Amanda Miller, director of global corporate communications, PayPal Holdings Inc.

Miller is the Director of Global Corporate Communications at PayPal Holdings, Inc. She leads her team to manage global strategies, plans and execution for financial communications, including earnings and M&A initiatives, public policy, crisis, and corporate announcements. In addition to managing all global corporate media relations and executive visibility for the CEO and CFO, Miller oversees over ten social media channels for PayPal and its executives. Previously, Miller spent five years on the corporate communications team at eBay Inc., including spearheading the defense campaign for the Carl Icahn proxy fight, which lead to the separation of eBay and PayPal in 2015. Miller also served as Vice President of Nike Communications, a full-service public relations firm, where she led fifteen accounts, including American Express Platinum, Clinique, and Proctor & Gamble Prestige. She holds a B.A. from Vassar College. She lives in D.C. with her husband and son, and sits on the Finance Committee of the Board of Directors at Signature Theater.


Amanda Coffee, lead manager, global corporate communications, PayPal Holdings Inc.

Amanda Coffee is a lead manager of global corporate communications at PayPal Holdings, Inc. She supports global strategies, plans and execution for financial communications, including earnings and M&A initiatives, public policy, crisis and corporate announcements.



Participants with the APR credential earn 1.0 APR Maintenance Credit for a Case in Point session. Learn more about Accreditation maintenance.