Never before has there been so much marketing media yet so few people wanting to hear the messages. Under such circumstances, now is probably a good time to rethink our media efforts.
For years, many in business thought of media in two forms: paid advertising and free PR. Paid was, of course, the media we purchased as advertisers on TV, radio, newspapers, magazines and billboards. So-called free PR were the stories that appeared in the news, good or bad.