PR and the Super Bowl

As I was reading Erica Lacono’s article in PRWeek entitled “PR could be the winning play for companies’ Super Bowl ads,” it really got me thinking and I completely agree with her. During the Super Bowl, we see the best of the best commercials and the worst of the worst commercials. These commercials are the topic of conversation for up to a week after then, we hear nothing of them. Instead of companies investing up to 3 million dollars on a 30 second slot of advertisement, they should include PR and make this one commercial part of a larger campaign. Relying on the fact that a 30 second commercial will give you all of the promotion needed for your product or company is a ridiculous assumption to me. Why not make this commercial one of the many elements of exposure your company can receive by involving PR in your campaign? I really think that Erica is on the right track with the concept of bringing in PR to make this one commercial, with other forms of advertisement to back it up, worth the money.