The growth of native advertising has created two camps among public relations professionals: one that uses native advertising as a resource, and one that considers it a threat. This shouldn’t be the case, according to Jim Dougherty. He explains on Vocus that, instead of viewing native advertising as a competitor to public relations, B2B technology PR professionals can implement it into their strategies to improve ROI.
What I wanted to show in this piece were three points: that readers probably trust native advertising more than surveys indicate, that use of native advertising is increasing at the expense of earned media opportunities, and that native advertising is a part of many PR firms playbook already. Because of these, it’s important for PR pros to consider native advertising as a tactic to get media impressions.
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