Engaging a PR firm to propagate negative sentiment via earned media opposes the inherent transparency of owned media.
Back in September, I wrote this post regarding the definitions of Paid Media (what Ad Agencies do), Earned Media(what PR firms do) and Owned Media (what Raidious does). Recently found this article from Forrester Research, apparently they've been looking into this. Good information!
In the past, there were basically two approaches to marketing services: earned media (PR) and paid media (advertising). More recently we've seen the rise of owned media. What's the difference? It's mostly about Control.