Ed’s got a good conversation going about the propriety of Canadian PR bloggers hosting advertising by CNW. Here’s my comment:

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“Good points, guys.

Yes, I decided to carry the ad. I’ve never carried ads because I could never be guaranteed an ad program would deliver ads specific to my readership - the CNW ad hits that group square on the (nail) head.

CNW should probably test several methods of increasing their contact with the online world. Ads are a start, but maybe a blog outreach program or even an internal blog can be a next step. For most everyone in the real world, we’re still in a time of baby steps - and baby tumbles.

I have to disagree, though, with the concept that PR blogs should be some sort of “port in the storm.” The PR community is not going to maintain a long term postition of authority as the counsellor or expert in social media by avoiding integrated marketing.

Advertising and marketing agencies are more than willing to demonstrate their long-standing expertise in audience segmentation, message development, vehicle execution and performance measurement.

At the moment, PR blogs are quick to claim the moral and ethical high ground when faced with poorly thought-out blogs and splogs dreamed up by marketing teams.

But those professions will learn - quickly.

PR agencies have to diversify in their range of interest to become a central partner on social media campaigns that take advantage of PR, advertising, marketing and retail execution.

In some cases, PR agencies will stumble. To wit: Edelman.

If we do not adapt, we will lose our present competitive advantage in social media. The winner (in RFP showdowns, the bank account and in C-Suites) will be the media consultant who can demonstrate impact upon business and the bottom line.