Hard Issues, Soft Sell Increase Odds of Op-Ed Ink

When the Atlanta-based ambulance service American Medical Response suffered public backlash following a series of late arrivals last year, it hoped to place an op-ed as a means
of enlightening the public about the city's 911 protocol. But the newspaper's editorial board had other buttons to push. So the company resorted to placing an advertorial to
insert its message into the public dialogue.