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April 27, 2011

PRSA: Make ‘Disclosure’ Your 2011 Marketing Buzzword — CMO.com Op-Ed

PRSA had an op-ed published April 27, 2011, on CMO.com. Authored by PRSA Chair and CEO Rosanna Fiske, APR, the article discusses the importance of raising awareness of dislosure issues in consumer-focused social media and digital marketing initiatives, particularly in light of proposed federal legislation to provide for greater transparency in online data and marketing tracking.
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Make 'Disclosure' Your 2011 Marketing Buzzword

By Rosanna M. Fiske, APR
CMO.com
Published: April 27, 2011

When The Wall Street Journal unveiled its innovative “What they Know” series last summer, it took many marketers and consumers by surprise.
 
Judging by the reaction from consumer advocate groups, some non-ad, communicator, and marketing types (read: everyday people) had no clue their digital lives were being tracked so fervently. For CMOs, advertisers, and communicators, the ensuing spotlight on online privacy has presented either new opportunities for greater good in online marketing and communications or an immense challenge that needs to be thwarted--all of which paints a picture that is often filled with more questions than answers.
 
Among those questions: Has the golden age of brand marketing communications finally met its match?
 
It’s a question worth asking, as buzzwords like “convergence, “cord-cutting,” and “engagement” continue to captivate marketing, public relations, and advertising executives. Each captured our attentions, invaded our Twitter streams, and, just as often, was clichéd from the moment it was first uttered.
 
But one crucial word is often missing: disclosure.

Read the rest of the op-ed here.

 

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