Insights / industry

Ad Age, Paid Media, PR and Earned Media

Kudos to the Council of Public Relations Firms for using paid media to promote a profession that has until recently been based on earning media for organizations.

As I tell many clients, advertising can be a very effective pr tactic. Especially if you are trying to guarantee that your message is delivered as intended. Crisis situations, leadership building through op-ed ads, etc.

One of the challenges that our profession faces is getting reporters to write pleasant things about the true nature of public relations. Most times, the “s” or “f” or ”p” word is used to describe the public relations profession. Thankfully, today we also have more direct channels via social networks to help us communicate our value beyond media relations.

But, what I really like about the Council’s approach in the October 26 paid supplement in Advertising Age is the tone of the articles. No pleading, no convincing, no dreary academic language that obscures the point: Brand development, marketing and public relations are blending.

Thanks for advocating for our profession by taking the road less traveled — traditional advertising. I’m pretty certain that you’ll see a return on this investment. The only criticism here is that I cannot link to the actual article — or in this case the ad — since Ad Age doesn’t show it on their home page. The next best thing for the Council to do would be to have a link on its site. It’s not too late.