Be it vacuums or political candidates, the opinion of someone you know and trust always counts more than that of a stranger. In the realm of public affairs campaigns, among others, word of mouth can be cheaper than ads.
As Charlie Jones, CMO for Alexandria, VA-based RedPeg Marketing, notes, the media market in the past 20 years has gone from relatively monolithic - three major TV networks, two or three papers per market - to totally fractured. A public affairs campaign ...