NONE: Re: ONLINE-ADS>> Online/Offline PR Crossroads
Re: ONLINE-ADS>> Online/Offline PR Crossroads
Raymond, Doug, HMR/US (Doug.Raymond_at_hmrag.com)
Sun, 25 Jan 1998 08:52:52 -0600
Michael Coates wrote:
>If a company can't get its online/offline agencies to work together,
>it's agency review time!
The current momentum suggests that online and offline PR folks will
live happily ever after because of a common understanding that they
are providing a mutually beneficial service to the media (or content
provider). I believe it is the online PR folks and the online
advertising folks who are sometimes enduring what is at best a
shotgun wedding. In the mature worlds of print and broadcast, roles
were clearly (and often separately) defined. At the alter of web site
promotion, a unique opportunity exists to unite two powerful partners.
Advertising is a transaction with the media. PR is a relationship with
the media. If you publish content in print, broadcast, or on the web,
and then sell ad space in your "publication", you are the media. If I
buy ad space, a transaction has occurred, and we both win (providing
you have an audience, of course). But if I provide editorial content
that is meaningful to your audience (while giving exposure to my
message), a relationship has developed, and we both win again.
A good marriage between these activities is critical, although they
are fundamentally different processes.
When our web team was formed by the PR department, the first invitations
went not to IS, but to the advertising department. The ability to agree
on common goals, and the commitment to respect each others talents
has made for a successful union. (I'd say we're just pregnant with
possibilities, but the metaphor police would make me forever hold my
peace.) ;)
- Thanks o-a-ers for your insightful discussions.
Doug Raymond
Hoechst Marion Roussel U.S. Communications
e-mail: dougraymond_at_hmri.com
www.hmri.com - Beyond Medicine to Health TM
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