The Importance of Public Relations Involvement in Native Advertising
The following article was written by Janet Robinson, a member of FleishmanHillard’s International Advisory Board. She also is the former CEO of The New York Times Company; Chairwoman of the Presidential Board of Trustees of Salve Regina University and a trustee of the Carnegie Corporation of New York.
Native advertising has become one of the most popular forms of advertising in recent years and shows no signs of losing popularity with advertisers and audiences. Publishers and producers in print, digital and broadcast have invested time and money to develop their capabilities in the creation of native advertising for their clients. By doing so, they have garnered ad dollars and market share and have fostered strong consultative roles with their clients.
As publishers and producers expand their involvement in advertising creation and cement their role of fostering client’s brands, they expand their role in the development of brand reputation as well. However, clients are making a very serious mistake if they are not soliciting expert public relations advice on native advertising.