Instead, marketing professionals are directing their energies elsewhere—and so are the cartels. A decade ago the branding gurus Al and Laura Ries argued that traditional advertising had lost its power and that it was becoming easier to change consumers’ perceptions through advertising’s cousin, PR.4 More recently, social media have allowed firms instantly to spread their PR messages online through what David Meerman Scott calls “newsjacking.” Unlike advertising, PR ignores the paid-for advertising space in newspapers and on air, and instead focuses on influencing the much more valuable realm
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