Public relations and the practice of paid content: Practical, theoretical propositions and ethical implications

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• 作者：Tamar Lahav ; ^{tamarla@ariel.ac.il" class="auth_mail" title="E-mail the corresponding author} ; Dorit Zimand-Sheiner
• 关键词：Content marketing ; Public relations ; Ethics ; Israel ; Paid digital content
• 刊名：Public Relations Review
• 出版年：2016
• 出版时间：September 2016
• 年：2016
• 卷：42
• 期：3
• 页码：395-401
• 全文大小：501 K

文摘

This article focuses on the relatively new marketing phenomenon of embedded paid content. However, the reality is that Israeli public relations (PR) practitioners are engaged in promotion of paid digital content marketing (DCM) without full disclosure or transparency on various internet sites. Three major questions are therefore raised and discussed: (a) Does payment for content – which entails PR practitioners control over content – demand a review of PR practice definitions? (b) Does PR paid DCM makes “give-and-take relationships” with journalists and the “two-way symmetric model” redundant in digital channels? (c) What are the ethical implications of using paid DCM without full disclosure for PR practitioners and brand stakeholders? We suggest that definitions of PR should be reviewed in light of using undisclosed paid DCM. Moreover, we claim that the penetration of PR into buying digital media, and thus purchasing control in the same way as advertising, contributes to an ambiguous line between PR and advertising. From an ethical perspective, when paid DCM is embedded into our main digital information channels, often hiding commercial messages, readers may be confused between editorial and paid content generated by marketers. This confusion may well lead to a decline in the trustworthiness of media organizations and business organizations using this practice.