PR v. Advertising: Negative Campaigns and Social Media
It’s Monday, and as always, I read the paper. Search my Google Reader for interesting stories. I came across this piece in the Miami Herald about PR and advertising at a crossroads. Something stuck out at me though:
“Despite the potential for backlash, Steinhour says he’s seen a steadily growing body of brands adopt tactics that risk negative publicity with some to rack up views in a target demographic.”
Does anyone else think this is a bad idea? Seems to me that advertising and PR should be working together with a more integrated marketing approach. We, as PR professionals, need to understand both marketing and advertising. I think we are on the road to a more blended approach, especially as new advertising tactics come into play.
The article also discussed how the two are engaged in a weird tug of war with social media. Why? Social media is about engagement. The people that just advertise their brand don’t succeed. Don’t you think this is why it’s even more imperative for marketing and PR professionals to understand social media?
To me, the above approach only makes our job harder. What happens if it backfires? Should this be the norm? How can we work together to make an integrated approach to communications and social media?