Can PR use paid media? January 18, 2008
Posted by Ed Lamoureaux, SVP, WestGlen Communications in Uncategorized.Tags: advertising, blended media, earned media, ed, increased ROI, lamoureaux, marketing, new media, not-for-profit, paid media, pr, public relations, social media, west glen, westglen
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One of the debates now raging through the ranks of PR pros is the question, “Is paid media a valid tool for public relations campaigns?” I believe the answer is a resounding YES. When I throw that concept out to most PR folks I speak with, the most common response is that PR isn’t “allowed” to use paid media or isn’t “funded” for paid media efforts. Heaven forbid if paid media results end up on a PR campaign results report! Forget all of what you previously knew to be true on this topic and prepare to see how many major brands and not-for-profits are breaking tradition and reaping rewards.
I wrote an 0p-ed a while back but it is as relevant today as it when I wrote it back in May 2007. You can download a copy in the post below this one.
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