Traditional media play alone is no longer how PSA campaign success is measured, as digital media options afford additional opportunities to reach and engage audiences. And so, PR is invaluable at orchestrating broad reach and driving engagement.
"As media fragment, we're evolving," says Susan Jacobsen, SVP of PR at the Ad Council. "We're integrating PR and taking it beyond just distribution to traditional media. We [must] take advantage of all opportunities to interact with our public. There was a time ...