Trends such as brand journalism, content marketing and social media are more present than ever in PR plans.
This shift has some communicators questioning the need for traditional media relations and earned media coverage. Here are five reasons why you should take an integrated approach to PR and not ditch the pitch.
1. Earned media is still king. Promotional efforts waged without advertising—also known as earned media—still reign as the top consumer influencer. A new survey from Ogilvy PR suggests that traditional media coverage remains the most powerful method to influence business outcomes and purchasing decisions.