Maximizing Impact: Leveraging Earned Media to Strengthen Paid Campaigns
Cydeni Carter, Public Information Officer, Arizona Lottery, shared how Arizona Lottery strategically weaves earned media into its largest campaigns to expand reach and validate messaging without additional spend. “Earned media isn’t necessarily guaranteed, but when it hits, it can elevate those campaigns and stretch media spend further,” Carter said. Carter detailed three core tactics—PR kits, beneficiary tie-ins, and winner awareness—that helped Arizona generate buzz and elevate visibility for both brand and product launches.