In today’s fragmented media landscape, securing coverage for your brand is no longer as simple as writing a press release and sending it out to a journalist. Media channels, especially the most prominent ones, are increasingly adopting pay-to-play models, where brands must pay to secure coverage, whether through sponsored content, native ads, or paid media packages.
While cutting out the middleman and going straight to the media with a paid package may seem tempting, working with a PR agency offers far more value.
This edition of Muse explores why businesses should rely on PR professionals to navigate the pay-to-play environment, ensuring a strategic, balanced, and effective approach to media engagement.
The Shifting Media Landscape: A Pay-to-Play World
The global media environment has been shifting dramatically. According to a report by the Public Relations Society of America (PRSA), 78% of consumers trust earned media, such as news articles and reviews, more than paid media, like advertisements. This trust is crucial for businesses trying to build credibility in a highly competitive market. The growing demand for authenticity means earned media is becoming more valuable than ever before.
But in an age where “pay-to-play” media packages are commonplace, how can brands ensure they get the attention they deserve without compromising trust? The answer is simple: working with PR professionals who know how to navigate this complex landscape.
Some of the key industries in Thailand affected by heavy oversight include:
- Pharmaceuticals – regulated by the Thai FDA, which prohibits direct-to-consumer product promotion.
- Finance – monitored by the Securities and Exchange Commission (SEC), which enforces strict guidelines to protect consumers and prevent misinformation.
- Alcohol – restricted by the Alcoholic Beverage Control Act, which bans any advertising that could “directly or indirectly persuade” people to drink.
Even well-intentioned messaging can land brands in legal hot water or worse, damage public trust.
The Risk of Playing It Too Safe
Understandably, many brands in these industries default to silence or overly cautious messaging. But risk-averse doesn’t have to mean invisible. When done right, regulated-sector PR can still inspire, educate, and mobilise.
In fact, regulated sectors often benefit from bold thinking that stays within the rules, leveraging education, purpose, and partnerships to break through the noise.
Beyond Compliance: Strategy Meets Empathy
Takeda Pharmaceutical’s Thailand branch tackled the pressing issue of dengue fever by launching the ‘ING-MA’ campaign. Central to the campaign was ING-MA, a virtual persona representing a young schoolgirl, symbolising the demographic most affected by dengue.
Leveraging big data and AI, ING-MA was crafted to humanise the experiences of dengue sufferers.
The campaign achieved remarkable success, reaching over 35 million people and outperforming other health initiatives in digital engagement.
Though Thailand’s alcohol laws are among the world’s strictest, the global alcohol industry offers creative lessons in compliance.
Heineken’s “When You Drive, Never Drink” campaign is a standout example. Unable to promote alcohol directly in many countries, it focused on responsible consumption, partnering with F1 drivers to highlight the dangers of drinking and driving.
By prioritising a public safety message, they earned brand goodwill and global media attention without violating local laws.
Trust is paramount in regulated sectors. It’s not about finding loopholes but about embracing purpose; transparency, education, and community engagement often resonate more than direct sales messages.
Smart PR in these industries focuses on the space where brands can communicate effectively, building long-term credibility. Working within these constraints isn’t a creative death sentence; it’s an opportunity to craft meaningful campaigns that can move hearts, minds, and markets.
Stay tuned for our next article in this series, where we’ll break down actionable tips for building compliant, compelling campaigns in Thailand’s toughest sectors.