The paid route must be considered only if it helps brands reach the right audience, is in line with the client's aims and can help those clients become thought leaders.
Choosing to go ahead with a paid placement must depend on what goals a brand wishes to achieve. PR executives must recommend a paid opportunity to clients only if it'll help brands achieve their goals.
PR pros must research the media outlet thoroughly. Identify that the media outlet can help the brand reach the right audience, how it distributes content, what sort of ROI can be expected and more.
Additionally, the brand is responsible to provide the media outlet with content that's original and offers a fresh perspective on a relevant and timely topic. Publish the content at the appropriate time to support the client’s ongoing business efforts and goals.