Penny for the Advertising Industry

Our marketing cousins in advertising are having a tricky time of things at the moment. Belts are understandably tightening. But I fear the PR industry will not be immune.

The fact is, love or loathe the idea of advertising (because it’s cheating isn’t it – just paying to put your message in an advert, where’s the fun in that?) advertising spend underwrites all that lovely editorial space the PR industry plunders on a daily basis.

Newspapers are announcing redundancies, BBC newsrooms are amalgamating and that new whipper-snapper on-line media is hoovering up all the opportunities in-between.

It makes for interesting times. But if the PR industry believes it’s immune then it might be in for a surprise. It’s true that marketing budget holders are seeing significantly better value from PR than advertising at the moment.

But as advertising budgets are squeezed, editorial opportunities will become fewer and more fragmented.

It’s not doom and despondency – far from it. Remember the value PR represents! But it is time to prepare to think even smarter.

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