Marketing 2.0

The Top Ten Reasons Why PR Doesn't Work

Great article here on Guy Kawasaki's blog, courtesy of Margie Fisher, on why PR campaigns often fail. Many clients do not understand the distinction between PR and advertising. With advertising you buy media placement, you construct your message and control the distribution. PR doesn't work that way. The message can be far more credible when reported by a media outlet but in return the client must cede a measure of control over the process.
Link: How to Change the World: The Top Ten Reasons Why PR Doesn't Work.

How hybrids took over Hollywood

Want more proof that PR is becoming a primary promotional strategy? Here's an article from CNN that details how Toyota used product placement through a nonprofit organization to get many prominent Hollywood celebrities to drive their Prius hybrid.
Link: How hybrids took over Hollywood - May 28, 2007.

Richard Edelman - "We Are Gaining Market Share"

Here's a good article for my students who are graduating and looking for their first job. The PR field is growing much faster than advertising right now. Edelman shares his observations on  why there are better opportunities in PR.
Link: Richard Edelman - 6 A.M.: We Are Gaining Market Share.