PR steals the spotlight

PR is becoming increasingly important and accepted as a marketing tool. As well as discussing the reasons for this, this article also looks at PR best practice, arguing that it should be integrated into marketing communications planning and not left in a separate silo.

PR steals the spotlight

John Wolfe

Helen Ostrowski remembers the days when public relations was treated essentially as an afterthought by ad agencies working on a marketing communications plan for a consumer product or service. “When I started 14 years ago in this business and found myself working on a consumer campaign, the ad agency would call a few days before the pitch and ask for a couple of ideas and slides,” says Ostrowski, CEO of the New York–based global PR firm Porter Novelli. “Later we progressed to a week's notice, and we were allowed to go to the meeting.”...

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