PR: a modern advertising essential

Gerry McCuskar, author of Public Relations Disasters: Tailspin, argues that marketers are being negligent if they do not give PR a role in advertising campaign development and at campaign launches.

PR: a modern advertising essential

Gerry McCusker

It is almost inconceivable that you would leave a fully fit and 'firing' David Beckham out of your dream football team. Knowing his skills, guile and experience, it would be almost professionally negligent not to pick him.

Yet that is often what advertisers metaphorically do when embarking upon new campaigns; they fail to give any kind of role to PR – arguably the modern communication industry's star performer, which can help to positively profile new campaign launches.

Today, when leading advertisers such as Chevy, Nike and Virgin are ceding control of ad content...

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