{"id":2712,"date":"2013-07-15T08:20:33","date_gmt":"2013-07-15T12:20:33","guid":{"rendered":"https:\/\/www.insidepr.ca\/?p=2712"},"modified":"2013-07-15T08:20:33","modified_gmt":"2013-07-15T12:20:33","slug":"inside-pr-3-39-a-change-for-native-advertising","status":"publish","type":"post","link":"https:\/\/www.insidepr.ca\/index.php\/2013\/07\/15\/inside-pr-3-39-a-change-for-native-advertising\/","title":{"rendered":"Inside PR 3.39: A Change for Native Advertising"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_5529\"><audio class=\"wp-audio-shortcode\" id=\"audio-2712-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_339_FINAL.mp3?_=1\" \/><a href=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_339_FINAL.mp3\">http:\/\/traffic.libsyn.com\/prworks\/IPR_339_FINAL.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/inside-pr\/id137886027?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fwww.insidepr.ca%2F%3Fp%3D2712\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/www.insidepr.ca\/index.php\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>[display_podcast]<\/p>\n<p>The <a href=\"http:\/\/adage.com\/article\/digital\/ftc-tells-search-providers-distinguish-ads\/242846\/?utm_source=digital_email&amp;utm_medium=newsletter&amp;utm_campaign=adage&amp;ttl=1372862073\" target=\"_blank\">FTC recently sent a letter<\/a> to Google, Yahoo!, Bing about native advertising and how they must require their users to show what is paid and what is not, in terms of content.<\/p>\n<p>This changes the stage a bit for <a href=\"http:\/\/www.digiday.com\/brands\/rethinking-native-advertising\/\" target=\"_blank\">native advertising<\/a>. In what started out as a paid play that looked just like the content shared on the site, it now must be disclosed it is actually different than everything else because it was paid for or sponsored.<\/p>\n<p>Not unlike adding &#8220;advertorial&#8221; or &#8220;paid advertising&#8221; across the top of content in magazines, this new rule follows the <a href=\"http:\/\/www.ftc.gov\/opa\/2013\/03\/dotcom.shtm\" target=\"_blank\">FTC disclosure guidelines<\/a> they&#8217;ve been aggressively promoting for years.<\/p>\n<p>As PR professionals, we lean toward the editorial side, but because native advertising wants to look and feel and sound like valuable content, it is quickly becoming our jobs to figure out how this will play out for our organizations or our client&#8217;s organizations.<\/p>\n<p>But native advertising is not a trend started by the PR industry; it was started by our advertising colleagues, but it also serves the needs of media outlets who are on a one-way street. Because of that, communications professionals need to experiment to help journalists make this work. It becomes about how we create content that serves our audience, is not an intrusion, is fun, informative, and increases value of earned media.<\/p>\n<p>It is, in fact, not unlike what the ad agencies are doing with longer form videos that serve as shareable commercials.<\/p>\n<p>Also during this episode, learn about the mistake Martin Waxman made during last week&#8217;s podcast and what Richard Edelman shared at IABC\u00a0about the future of PR.<\/p>\n<p>********************************************<\/p>\n<p>Send us an email or an audio comment to\u00a0<a href=\"mailto:insideprcomments@gmail.com\">insideprcomments@gmail.com<\/a>, join the\u00a0<a title=\"Inside PR Community on Google+\" href=\"https:\/\/plus.google.com\/u\/0\/communities\/107220947721041165633\" target=\"_blank\">Inside PR Google+ Community<\/a>, join the\u00a0<a href=\"http:\/\/www.facebook.com\/group.php?gid=101489863251163\" target=\"_blank\">Inside PR Facebook<\/a>\u00a0group, leave us a comment here, message us\u00a0<a href=\"http:\/\/twitter.com\/inside_pr\">@inside_pr<\/a>\u00a0on Twitter, or connect with\u00a0<a href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a>,\u00a0<a href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">Joseph Thornley<\/a>, and\u00a0<a href=\"http:\/\/twitter.com\/martinwaxman\">Martin Waxman<\/a>\u00a0on Twitter. Our theme music was created by\u00a0<a href=\"http:\/\/www.fortheloveofrecords.com\/\">Damon de Szegheo<\/a>;\u00a0<a href=\"http:\/\/www.rogerdey.com\/\">Roger Dey<\/a>\u00a0is our announcer. Inside PR is produced by\u00a0<a href=\"https:\/\/twitter.com\/kristinesimpson\" target=\"_blank\">Kristine Simpson<\/a>\u00a0and\u00a0<a title=\"Ashlea LeCompte on Twitter\" href=\"http:\/\/twitter.com\/ashlealecompte\">Ashlea LeCompte<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[display_podcast] The FTC recently sent a letter to Google, Yahoo!, Bing about native advertising and how they must require their users to show what is paid and what is not, in terms of content. This &hellip;<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[740,739,139,738,213],"class_list":["post-2712","post","type-post","status-publish","format-standard","hentry","category-pr","tag-ftc-disclosure-guidelines","tag-ftc-guidelines","tag-iabc","tag-native-advertising","tag-richard-edelman"],"_links":{"self":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/2712","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/comments?post=2712"}],"version-history":[{"count":0,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/2712\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/media?parent=2712"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/categories?post=2712"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/tags?post=2712"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}