Mixed messages muddy mission, effectiveness of PR.(Viewpoint)

Advertising Age, March, 2004

Byline: Jonah Bloom

Open the file labeled "most advertising agencies don't advertise'' and make an addendum: most PR agencies don't clearly communicate their strengths.

This is a time of huge opportunity for PR shops. In January, Bob Lutz, vice chairman of General biggest-advertiser-in-the-U.S. Motors, told his brand managers-who are responsible for introducing 13 vehicles this year-that he expected them to focus more on buzz-building, media relations and event marketing and less on TV advertising. His speech followed a similar decree at biggest-advertiser-in-the-world Procter & Gamble, which convened "Buzzpoint'' last November to tell its marketing executives they should be more focused on seeding messages via influential consumers.

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