What (or who) do you pay for if you’re looking for brand visibility?

Advertising and media placement agencies don’t hesitate to purchase more and more integrated content, on top of traditional advertising. However, public relations agencies can make the same budget (or a smaller one) go much further by generating free editorial content for use by the media and bloggers. Brands would therefore do well to combine the strengths of their PR and advertising agencies. This also ensures consistency in key messages and the description of a product according to what the brand wishes to promote.