When companies, organisations and even individuals want to get a message out to the public or some specific target audience, they approach a number of different types of companies & professionals to assist them in doing so.
These range from PR consultancies to advertising agencies, branding agencies, media companies, new media, event managers, design studios and general communications consultancies.
What influences companies to use a specific type of communication? Why do certain companies naturally gravitate towards PR rather than new media, or above the line rather than direct marketing? It’s not always the appropriateness but sometimes they just haven’t thought about anything else. It also seems there is a fear to reach out in new ways.