With PR on the rise, here's a refresher course in the basics.(public relation)

Advertising Age, May, 2009 by Bloom, Jonah

Byline: Jonah Bloom

Marketers are spending more on PR and getting excited about it, too. Talk of "earned media'' has gone from conference rooms at PR shops to center stage at the Ad Age Digital Conference, where it was given a big shout-out by Unilever CMO Simon Clift and venture capitalist Fred Wilson.

Veronis Suhler said that U.S. spending on PR rose 7.1% in 2008. WPP noted PR was the fastest-growing discipline, and the holding company was up 17.3% in the discipline in 2008.

That's great, because PR is underused and underfunded. But based on much of what we see and hear, there are a lot of marketers out there who don't seem to understand the principles or ethics of the discipline. So here's a refresher on the rudiments of PR. Even if...

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