Synaptic Digital and WPP‘s Kantar Video this week announced the results of Scaling PR: The impact of Earned, Paid and Brand Content, an attitudinal study that discovered that consumer-buying trends are significantly impacted when newsworthy earned and paid messages are combined. Earned media is typically classified as editorial coverage resulting from media relations efforts, whereas paid media broadly includes advertising and brand campaigns. The study was conducted with a major automotive maker and over 1,800 men and women participated. The findings revealed that consumers have a more positive response to earned media that is packaged together with paid content. In addition, when men and women are in the market to purchase an automobile, women synthesize messages delivered over different formats resulting in a much higher lift in brand awareness than if the messages were delivered via a single platform. Men, however, saw no multichannel lift over earned PR, their highest scoring format. “By a substantial margin the highest-performing formats with in-market consumers were the earned PR and its paid companion, narrative marketing,” said Andrew Latzman, senior vice president of research at Kantar Video, in a news release.