TAILIEUCHUNG - THE PR FACTOR 2011 LEADING TODAY'S MARKETING CONVERSATIONS

He points to his fi rm’s work for Microsoft Corp.’s Xbox gaming system. “We were engaging with bloggers and fans eight to 10 months before the ads broke. “Our job is no longer doing a press conference to break the ads—we are building engagement with enthusiasts to create a runway of credibility for a new brand or campaign.” Under the old model of public relations, the job of a PR fi rm was to get a story in the newspaper. Says Mr. Stockman, “If we got a piece in The Wall Street Journal, we’d give ourselves high fi ves. Now, if you get a piece in the Journal, you have. | SPECIAL ADVERTISING SECTION OF ADVERTISING AGE THE FACTOR Leading Today s Marketing Conversations Council of PUBLIC RELATIONS FIRMS BREATHE SOME NEW L NTO THE CONVERSATION. we re in an era of engagement now. Everyone s sharing their stories and the strength of your ideas determines if you re part of the conversation. Across all media around the globe MSLGROUP sparks the discussion and manages the dialogue. so your voice is heard. Talk to us. . MSLGROUP AMERICAS Boundless creativity. For the always-on conversation. contact Jim Tsokanos at . SPECIAL ADVERTISING SECTION OF ADVERTISING AGE PUBLIC RELATIONS IN THE SPOTLIGHT Public relations is increasingly in the spotlight for major marketers and their key brand initiatives. One key driver of this trend clearly is the rise of social media as companies focus on new ways to engage with their customers to tell dynamic stories across multiple platforms. In addition companies are focused on reputation and how issues relate to marketing challenges in today s increasingly complex world. We created this special section to cue marketers in to how public relations is taking a more prominent place in integrated marketing campaigns and to take a look at what this means for the overall marketing services industry. It also highlights the variety of ways in which CMOs and brand managers can partner with PR firms to drive results. Our lead story takes a panoramic look at general trends in public relations with special emphasis on firms increasing orientation toward idea generation and creativity as well as the 10 things you need to know about digital media in 2012. Other stories look at the diverse and nontraditional new talent public relations firms are hiring page C10 and the ways firms are helping to solve clients corporate social responsibility issues page C14 . As you will see in this section brands are finding dynamic integrated and creative partners in today s public relations firms. For more information

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