Chris McCrudden from Edelman at The Drum's Predictions 2025 event stresses the transformation of earned media in today's landscape, where traditional methods are losing effectiveness. He emphasizes that Donald Trump's approach to media—bypassing gatekeepers and engaging audiences directly—serves as a model for brands. Companies need to redefine their strategies, leveraging niche platforms and influencers, to remain relevant amidst evolving consumer expectations. As marketers face increased scrutiny, understanding cultural tipping points is vital for leading conversations rather than following behind.
"Earn your part in the conversation or get left behind" is the advice of Chris McCrudden, strategy director at Edelman, emphasizing that traditional PR strategies are losing traction.
Trump understands how to negotiate a new environment where the most influential and trusted media doesn't play by the traditional rules, according to Chris McCrudden at the Predictions 2025 event.
To stay relevant, brands must stop viewing social media solely as an amplification tool and treat it as the primary battlefield for capturing audience attention.
The new playbook for earned media involves partnering with niche influencers, embracing organic virality, and moving beyond traditional media practices, says McCrudden.
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