In today's fragmented media landscape, the role of communications is being fundamentally reshaped.
At a recent epresspack webinar, Joey Brophy, Global PR & Communications Lead, Brands at Heineken, shared how one of the world's leading FMCG companies is rethinking earned media - not as a supporting function, but as a central driver of brand building.
The session explored how changing consumer behaviour, media fragmentation, and the rise of new voices of influence are forcing communications teams to move beyond traditional models - and what this means in practice.
👉 [Register here to watch the webinar on demand]
From Funnel to Orbit: A New Model for Modern Comms
For years, marketing has relied on the concept of a linear funnel; moving consumers from awareness through to purchase.
But as Joey explained, this model no longer reflects reality.
“The purchase journey now is so erratic… everything is fragmented. People jump between platforms, rely on social proof, and make decisions in very non-linear ways.”
Instead, Heineken increasingly thinks in terms of an “orbit” model.
Here, the consumer sits at the centre, surrounded by multiple, overlapping touchpoints: from creators and podcasts to social feeds, media coverage, and real-world conversations.
The role of comms is no longer to guide consumers down a path, but to “surround” them with relevant, valuable content in the places they already spend time.
Earned Media Moves Upstream
Perhaps the most important shift highlighted in the session is where earned media now sits in the process.
Traditionally, PR was often treated as an output; something applied at the end of a campaign.
At Heineken, that is changing.
“Earned media is becoming much more at the heart of our brand storytelling.”
Today, the strongest campaigns start with an idea that is inherently earned-worthy - something that people will want to talk about, share, and engage with.
Paid media, creators, and other channels then work to support and amplify that idea.
The Power of “Is this worth talking about?”
At the core of Heineken's approach is a simple but effective question:
“Is this worth talking about?”
To bring consistency to this thinking, the team uses an internal framework to assess ideas before they go live.
Each idea is evaluated against five key criteria:
- Does it entertain?
- Does it solve a problem or feel useful?
- Is it culturally relevant?
- Does it give something back?
- Does it have a clear call to action?
Only around 20% of ideas pass this test - ensuring that what goes to market has the strongest possible chance of generating earned attention.
Building Campaigns Around Cultural Tension
Rather than trying to manufacture stories, Heineken focuses on identifying and engaging with existing cultural conversations.
These are often rooted in real tensions, such as:
- Digital overload and screen fatigue
- The decline of physical social spaces
- Changing behaviours among younger audiences
From there, the role of comms is to determine whether the brand has a credible role to play.
“It's far easier and far more authentic for us to join a conversation that's already happening than trying to manufacture one from scratch.”
This disciplined approach helps ensure that campaigns feel relevant, and avoids the pitfalls of opportunistic “newsjacking”.
From Asset Creation to Co-Creation
Another major shift discussed was the evolving role of content creation.
Instead of producing assets for media to use, Heineken is increasingly:
- Bringing creators and media into the experience
- Allowing them to shape and tell the story
- Designing campaigns with participation in mind
This approach requires a change in mindset.
“We need to be really clear and simple on our narrative… because we're asking other people to convey things on our behalf.”
It also requires trust and a willingness to relinquish control in favour of authenticity.
The Rise of “Third Spaces” and New Voices of Influence
As traditional media consumption declines, Heineken is placing greater emphasis on what Joey described as “third spaces”.
These include:
- Podcasts
- Creator platforms
- Social communities
- Niche media and newsletters
These channels often carry strong credibility, particularly with younger audiences, and play a critical role in shaping brand perception.
At the same time, communications teams must balance this with the need for scale and visibility.
“It's always a balance… between relevance and reach.”
Rethinking Measurement
The session also addressed one of the most persistent challenges in communications: measurement.
Joey was clear about the limitations:
“I can never draw a straight line between a PR campaign and someone ordering a Heineken in a pub.”
Instead of attempting direct attribution, Heineken focuses on measuring success against clear, campaign-specific objectives, such as:
- Share of voice
- Audience engagement
- Brand awareness within target groups
This more honest and pragmatic approach reflects the complex, multi-touch nature of modern brand building.
AI, Discovery and the Future of Comms Content
As AI and large language models begin to reshape how information is discovered, the role of earned media is likely to become even more important.
These systems rely heavily on:
- Credible, third-party sources
- Consistent, structured information
- Clear brand narratives
For communications teams, this raises new questions around:
- Where content lives
- How it is structured and labelled
- How consistently brand stories are told over time
While still an evolving area, the direction is clear: earned media will play a key role in how brands are understood in an AI-driven world.
Final Thought: Don't Overcomplicate It
The session closed with a reminder that, despite all the change, the fundamentals remain the same.
“I think we've slightly overcomplicated earned media… the question is still: is it worth talking about?”
In a noisy, fragmented, and increasingly sceptical media environment, that principle remains the most reliable guide.
Watch the Webinar
To hear the full discussion with Joey Brophy, including practical examples and audience Q&A:
