Online Public Relations Thoughts

Companies are branding themselves on the web through the use of mini narratives -- some of which are going viral, such as this one from J.C. Penney. It is a clever and funny story about husbands who buy wives inappropriate gifts. Watch the whole thing. There is no mention of the sponsor until the end, and it is done briefly. The professional level of the piece indicates that it was done by an ad agency, but one wonders why PR is not doing the same thing. The production is better than any press release and more memorable.