Why Native Advertising Is The New PR

on Content Trends, Content Marketing

What does PR look like in 2016 if you're not always in the headlines like Apple, Google, Samsung and Tesla?

If you’re in PR, you know that the landscape is constantly changing: social media breaks — and kills — news faster than ever.

Press coverage is coveted and elusive. As a PR professional, you’ll spend hours perfecting your pitch and building your media lists and relationships. You spend your days on outreach, but what happens when you actually get that story about your brand published?

Your content could fall flat faster than you can say, "earned media."

Many times, your placement is hot and stays on a publication's homepage for the better part of a day before newer content fills its place. You may tweet it and share it, but you could be missing out on a major opportunity for distribution with more longevity: native advertising.

I'm not simply talking about sponsored content — though if you can't earn placement, you'll want to consider paying. In this case, I'm talking about the other side of native advertising: the promotion.

By adding native, in-feed ads to your PR strategy, you can guarantee longevity and quality distribution that isn't simply syndicating that old press release. Your more exciting (and trusted) earned media coverage will be amplified on the same websites as other news stories.

What's a winning strategy for PR amplification through native advertising?

The best results come from optimizing the timeline, targeting and ad creatives.


You want to make sure you're amplifying earned media as soon as it breaks and keep it live as long as it's timely and relevant.


Think about who you want to reach. Who reads publications similar to the one your placement is on? You can target by vertical, interests and more.

Ad creatives:

In-feed ads are made up of a headline, thumbnail image and description.
In your headlines, incorporate Context Words like "today", "fast", "admit" and "idea." For the thumbnail, try using images that match the words in your headline. The connection between the two will deliver a stronger impression and help your article stick.