Cornerstone Integrated Marketing (CIM Incorporated) communication campaigns are designed to express consistent and effective key messages that position our clients top of mind with the news media and prospective businesses they are seeking to target as regular clientele.
It’s important to remind you of the distinction between advertising and public relations.
Advertising is paid for, and as such, the advertiser can control where and how the ad appears and what it communicates. Public relations and the resulting news media coverage is ultimately controlled by print editors, television and radio news producers, Internet news editors and other editors because our clients do not pay for the news media for the coverage. With public relations, it is up to the media to determine the newsworthiness of the story in order to decide whether it should run or air, and it is also the media’s responsibility to determine how the news will be treated. Will it be a positive or negative story? This is called earned coverage and is considered traditional public relations. It is also the most valuable of all exposure because it carries with it a third-party endorsement of the reporter, editor or writer who chose to provide exposure of your company, product or brand.