From Owned to Earned Media: An Analysis of Corporate Efforts About Being on Fortune Lists

Marcia W. DiStaso, Brittany N. Brown

Research output: Contribution to journalArticle

1 Scopus citations

Abstract

This study explored changes over time in owned and earned media for companies about their inclusion on two of the most desirable lists: Fortune's World's Most Admired Companies and Best Companies to Work For. Overall, companies on the Fortune's Best Companies to Work For list used a higher amount of owned media and receive a higher amount of earned media, but the companies on Fortune's World's Most Admired Companies list had a higher return on both social and traditional media efforts.

Original languageEnglish (US)
Pages (from-to)191-198
Number of pages8
JournalCommunication Research Reports
Volume32
Issue number3
DOIs
StatePublished - Jul 3 2015

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All Science Journal Classification (ASJC) codes

  • Communication

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