THERE IS MORE TO MEDIA THAN ADVERTISING – 3 OBSERVATIONS With the exception of public relations, media relations people and journalists, when most people think media, they think advertising. Certainly, it has been common for marketing people to equate media with advertising. Clearly, this has never been the case. Media relations is all about securing […]

THERE IS MORE TO MEDIA THAN ADVERTISING – 3 OBSERVATIONS With the exception of public relations, media relations people and journalists, when most people think media, they think advertising. Certainly, it has been common for marketing people to equate media with advertising. Clearly, this has never been the case. Media relations is all about securing media coverage where there is no cost of media. In addition to being less expensive than paid media, there is data to suggest that this type of communication is more readily consumed and more credible. There is evidence to suggest that media relations and advertising are most effective when supported by each other. Increasingly, the range of non-advertising use of media options has grown to include: product placement native advertising news stunts Product placement, particularly in movies has been around for many years. Research I completed 6 years ago suggested that, even back then, up…