A refresher Course in the Basics of PR

Jonah Bloom in Ad Age.

1. Earned media isn't paid media - any place that will take cash for editorial credit isn't credible.
2. Earned media requires being interesting and open - you have to have a real, meaningful story to tell.
3. Listen to the people you paid to help you - don't hire a PR person or agency and then ignore them when they tell you your story is boring, or a lie, or a lie that will be found out.
4. You can't control the message - PR helps you communicate something demonstrably true.
5. PR isn't cheaper than advertising, or more expensive, just different.
6. PR doesn't replace advertising - sometimes you need one, sometimes you need the other.

Judging from the comments to the post it appears Mr. Bloom hit the spot.