Telum Media: The New Rules of Earned Influence

Telum Talks to Nichole Provatas, We.'s Executive VP and APAC Head of Integrated Marketing

Telum Media, Dec. 10, 2025

The earned media ecosystem is changing fast, moving from a concentrated orbit of mastheads to a constellation of influence spanning social-first newsrooms, newsletters, podcasts and AI-driven search environments.

In this interview with Telum Media, Nichole Provatas, We.’s Executive Vice President and APAC Head of Integrated Marketing, explores this transformation through insights from the “Future of Communications 2026 APAC” report, with a focus on its module, “Earned Media: From Masthead to Models.”

Provatas outlines the forces reshaping how people discover, trust and share information, and discusses how to best optimize earned media for both humans and machines.

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