In this episode of Earned, CreatorIQ VP of Brand Marketing Ashley Waxman sits down with Archetype SVP of Strategy Chase Fitzgerald to explore how creator relationships are reshaping earned media, PR, and modern communications strategy. Drawing on experience across agency leadership, creator strategy, and large-scale programs like CES, Chase shares why brands need to stop thinking transactionally about creators and start building long-term partnerships rooted in trust, collaboration, and shared value. Ashley and Chase unpack the evolution of independent journalism and creator-led media, why measurement needs to move beyond impressions and vanity metrics, and how agencies are adapting to a world where creators influence everything from storytelling to event strategy. They also dive into creator collaboration at CES, the growing importance of infrastructure inside PR agencies, and why the future of earned media will depend less on placements — and more on human relationships. In this episode, you'll learn: • How to treat creators to build meaningful partnerships and maximize impact • Strategies for measuring both quantitative and qualitative success in creator marketing • Best practices for integrating creators into events, campaigns, and PR initiatives for authentic audience engagement Connect with the Guest: Chase's LinkedIn - @chasefitzgerald Connect with Ashley Waxman & CreatorIQ: Ashley's LinkedIn - @ashleywaxman CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ