Havas PR CEO Dara Busch on why earned media is having its biggest glow up yet

Why it matters

AI search systems surface earned coverage as a trust signal, which makes placement more valuable than it has been in years. Havas now runs a merged media model with earned, social and influencer woven into one programme. Her sharpest line is on measurement: share of voice has moved from volume to quality, it is no longer about "nine gazillion impressions" but who saw it and how they engaged.

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