Long before “brand journalism” and “content marketing” became sexy buzzwords, custom publishing was connecting brands to their customers with targeted content.
Public service announcements (PSAs) are an effective tool for creating awareness about a cause or issue, while generating visibility for nonprofit organizations. Although media outlets are no longer required to air PSAs, TV and radio stations use these announcements regularly to fill unsold airtime and as a community service.
While many PR pros and communicators landed salary increases last year, the percentage increases (for the most part) were nothing to write home about.
Rather than leave any possible mystery as to how the money is collected and distributed, nonprofits have to be transparent with stakeholders from the get-go.
Although the digital world has made relationships sometimes feel less personal, it also has made it easier for PR pros to research and understand media targets.
A new business model is afoot that threatens not only objectivity in reporting and publishing, but also opportunities for earned media. Where is the line drawn to ensure news media is still delivering objective content?