Traditionally, PR has had a very wide remit extending to managing communications with all stakeholders or ‘publics’ relevant to the success of the business including internal audiences and extending out to investor and government relations work (where appropriate for the success of the business).

PR today owns the remit which is very often called Earned Media. Again, Earned Media offers a wide brief to PR professionals extending to all areas where clients can potentially earn or ‘command’ the right to speak on a topic relevant to their focus and expertise.

This command differs from ‘control’ which involves what we used to call ‘above the line’ or paid marketing: advertorials, advertising, Paid Search etc.