Viewpoint: Purchasing Search Ads Can Help Influence Consumer Conversation

A key distinction between PR and advertising has always been that public relations is earned media rather than paid. But now, just as search engines have revolutionized the way consumers access information, search marketing is evolving public relations.

At Ketchum, some of our newest PR offerings involve buying ad space online -- literally paying for the ability to reach the public with our clients' stories.

If you think that's odd for a PR agency, consider this: Google -- with upward of 5 billion views a month in the U.S. alone -- is essentially the largest publication on the planet. Tie your brand to the right search terms and you can instantly advertise your online offerings to anyone searching for topics that contain those words. But don't count on any real consumer engagement. That's where PR comes in.

(more at AdAge)