PR gains revenue-and some respect; As traditional media contributions fade from bottom line, PR steps in.(includes information on direct marketing and promotions)(Brief Article)(Statistical Data Included)

Advertising Age, March, 2001 by Cardona, Mercedes

Public relations, direct marketing and promotions-long considered the neglected stepchildren to advertising in many shops-are shaping up to be the stars of 2001 thanks to the fadeout in traditional media.

As holding companies posted healthy results for 2000, nearly all credited PR's contribution, and most CEOs forecast PR, promotions and direct marketing will increase their profile this year as traditional media suffer from clients' cautious spending habits.

When the last recession hit in the early 1990s, many alternative media, such as interactive marketing, did not exist, and others, such as promotions, were not as developed, said Cordiant Communications Group CEO Michael Bungey. Now clients are more conscious of the need to build brands in many...

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