Media Operations/Capabilities for Agency
03-1033321-332

The PR business is evolving rapidly due to the influence of bloggers,
podcasters and content-serving Internet sites that offer whitepapers,
Webinars and the like, either on a “for free” or “pay to play” basis.

We do not buy media given our role as a PR consultancy, but we are
tuned in to the various options that allow our clients to get their
brands visible on valuable Internet real estate. Outside of the United
States, pay-for-publishing supplements and advertorials are a common
way to build brand recognition. In the United States, pay-for-plays can
also be effective in outreach to specific vertical markets.

Similarly, trade show conferences are less likely to accept vendor
speakers – they want end user customers – unless the vendor purchases a
sponsorship. We outline these options to our clients during the course
of our counsel, especially in very competitive markets where brand
visibility and “buzz” – instead of some clear product differentiation
-- may be more important to closing a new win.