When will true media integration take place for public affairs advertisers?
In addition to the traditional media consultants, there’s still not much of an understanding within the organizations themselves in terms of how to integrate their online with their offline [efforts]. They have their Web site, and it’s viewed as good enough. Another barrier with trade associations is that the online people are silo-ed from the communications department. The tech staff will hold their sites hostage. [At a recent event I attended], someone asked the audience who controls the Web presence at their organization, and half the people said their IT staff. They really made it difficult to use their sites as a communications vehicle. On the advertising side, portals still need to do a better job of making editorial guidelines clearer….One example is–we were doing a campaign for an animal rights group that had some images of seals being abused, and most of the major venues wouldn’t run it….When a lot of money was rolling in, a lot of advertising venues wouldn’t accept any t
