PR shops look past media

10/26/2009 | Advertising Age (tiered subscription model)

With space in traditional media outlets shrinking -- along with the rolls of gainfully employed reporters and editors -- public relations professions are increasingly looking past so-called earned media to pitch directly to consumers, according to this article. Marketers are looking to online video -- especially dedicated YouTube channels -- to bypass media outlets and get their messages out.

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Advertising Age (tiered subscription model)

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