The Publicity Creating Company appeals to companies of Ukrainian PR-market, professional associations, media companies with an open letter about the need to assess the volume of paid placement PR-materials in media and the legalization of forms of information.

The Publicity Creating Company appeals to companies of Ukrainian PR-market, professional associations, media companies with an open letter about the need to assess the volume of paid placement PR-materials in media and the legalization of forms of information.

Ladies and gentlemen, colleagues,

Today the Ukrainian market prevailing difficult situation with the deployment of PR-materials in the media.
PR-information in media is paid in large scale - according to some sources, it is up to 50% or more in the structure of PR-budget companies. According to a survey conducted in February 2007, almost 80% of representatives of large companies consider placement of paid articles in the press an instrument of PR, and more than 50% of respondents are actively using this tool during PR-promotion. At the same time, many PR-specialists do not consider this form of presenting information as PR instrument.

On the one hand, the information policy of most media is not transparent, and approach to information events and sources of information are subjective. Until now widespread is a practice of publishing paid PR-informatio (especially articles in the press) without an advertising mark, which decepts readers and consumers.

In such circumstances, it is not easy for companies to broadcast information in a proper way - by the creation of press events. Tired from the unequal struggle with editors (and often - with the advertising department) of a media, they place information on a fee basis. It should be noted that the level of confidence to such information is lower than to the editorial materials.

Due to this, the efficiency of PR-agencies, when even interesting press event can be ignored, lowers; and an agency is tied with objectives of a client and media politics. Note again that the placement PR-articles for a fee as a way of presenting information (advertorial) exists and is used in international practice.

On the other hand, the market is significant short of qualified PR-experts, which leads to insufficient media relations, press events. This is just lashing from the media. As a result, the quantity and quality of the received editorial information do not always satisfy a client.

In general, unfortunately, there is substitution of concepts - effective and civilized public relations, while some of the PR-agencies turn to pre-paid information in media, moreover, often - in the semi-legal form (without a mark of advertising).

To get out of this situation, in our opinion, the first thing are to:
 - Assess and disclose actual amounts of paid placement of information in media (especially articles in the press and on TV broadcasts);
- Legalize a form of paid PR-information (advertorial), more objectively evaluate its efficience;
- Media need to clearly identify paid advertising information (according to the Law on Advertising), start transparent information policy and to distinguish editions and advertising departments.
Together with media, PR-agencies and companies it is possible to clarify the situation and change it for the better.

The CEO of the Publicity Creating Company - Valeriy Kureiko

The  Publicity Creating Managing Partner - Rouslana Plis