As the line between product placements, reviews and write-ups gets thinner, it's important for brands to understand the context of their content as well as their audience's purchasing decision matrix. Setting up a placement or advertorial can be one piece of the puzzle, but it can’t be the only.
Paid advertisements and purchased editorial content have existed for decades, but more than ever, that line has continued to blur. At the same time, consumers have become savvier in recognizing and accepting the distinction in product placements in everything from TV shows to blog reviews. With this recognition, the real question has become “how does an atmosphere of paid placements impact consumers and their perceptions?”
It used to be that product placement in TV shows and movies were almost a subliminal secret, only overtly recognized by marketers and astute observers…but today people have become more distinctly aware of the product positioning. This has created a situation that requires additional thinking on behalf of the brand and their agency as to how a placement may be perceived. Will a product review on a blog be looked at as pandering for a free gift, or does the audience trust the author’s opinion anyway?
Consumers are already apt to... Read more
Archive for Justin Windheim 
As Paid Opportunities Prosper, Communications Pros Must Look Beyond The Placement
The line between "earned" media and "paid" media continues to blur in the world of news, and it has become even more crucial for PR pros to establish relationships with media contacts that uphold the tradition of evaluating content for news’ sake.
As any PR pro who has attempted to make media calls in a foreign country knows all too well, there exists a culture of pay-to-play. “You want some editorial coverage in my publication? Sure. Our ad deadlines are at the end of the month. What will you be purchasing…” It’s on the surface and it’s expected. In the U.S., there has always been a fine line between editorial coverage and advertising but most media outlets here have upheld the integrity of PR as a "price-less" mechanism for sharing the news society needs and values. However, as times have changed and advertising revenues have dipped, there has been more pressure on everyone to sell.
As more outlets have shifted towards pay-to-play placements, it has become even more crucial for PR pros to establish relationships with media contacts that uphold the tradition of evaluating content for news’ sake. In addition to fostering true collaborative connections, communications professionals must mine and evaluate opportunities... Read more
