Paid media is a growth opportunity for PR firms

While the PR sector has its roots in earned media, the ubiquity of digital communications and marketing channels in modern storytelling means many consumer campaigns have a strong paid element.

by Steve Barrett
Edelman's Ralph the Lego chatbot displayed on tablet computer screen
Ralph the chatbot, created by Edelman Digital for Lego during the holidays, was so popular with consumers that Lego extended his service year-round. (Credit: Edelman / YouTube)

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