Using Owned Media to Drive Reputation

The Reputation Edition

This Case in Point is not currently available. Email the Professional Development Department to inquire about future availability of this program.

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 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 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 0.5 APR Renewal CEUs for a Case in Point session. Learn more about Accreditation renewal.