Power Couple: The Synergy of Paid & Earned Media

Kick off March with a masterclass in modern media strategy!

Join the PRSA-SF community for an evening of high-level insight as we welcome Lisa Goodman, San Francisco-based advertising sales leader at Hearst Magazines, to explore the "Power Couple" of the industry: the strategic integration of Paid and Earned media.

We’ll gather at Hotel Kabuki to hear insights on the new media ecosystem, where Control (Paid), Credibility (Earned), and Conversion (Commerce) intersect. From debunking affiliate myths to mastering the dual-track pitch for content vs. commerce editors, Lisa will share how to maximize brand discovery and ROI in this changing landscape.

Whether you’re looking to amplify a brand narrative, navigate the rise of search discovery, or understand how brands like Cosmopolitan, Esquire, and Harper’s BAZAAR are evolving, this event will equip you with data-backed strategies for the year ahead.

Featured Guest

Lisa Goodman is a San Francisco–based advertising sales leader at Hearst Magazines, home to 29 iconic lifestyle brands including ELLE, Harper’s Bazaar, Esquire, and Cosmopolitan. She is known for building high‑impact marketing solutions that combine data, creative strategy, and audience insights to deliver business results. Lisa works with brands and agency partners to produce integrated digital, social, content, and event programs that meaningfully connect with audiences.

What to Expect:

• A deep dive into how Paid and Earned media work together to fuel search discovery
• Advice on pitching Commerce Editors vs. Content Editors and leveraging affiliate networks
• Real-world case studies showcasing campaigns that drove impressions and purchase intent
• Networking with PRSA-SF members and Bay Area marketing and PR professionals.

We can’t wait to see you there!

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Host or Publisher Public Relations Society of America - San Francisco Chapter