PRSA Store

 

Case in Point: Using Owned Media to Drive Reputation (PDF)

Member price:
$10.00
Non-member price:
$20.00
Your price:
$20.00

This PRSA Case Study Paper is an expanded overview of the Case in Point: “Using Owned Media to Drive Reputation” which presents a summary of the case study and places it in a broader industry context.

Using Owned Media to Drive Reputation
The Reputation Edition

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.