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PR seems to be the Rx to get around DTC rules; Firms confirm Pharma is seeking ways to live with (but not skirt) guidelines.

Publication: Advertising Age
Publication Date: 26-SEP-05 		Format: Online
Delivery: Immediate Online Access
Full Article Title: PR seems to be the Rx to get around DTC rules; Firms confirm Pharma is seeking ways to live with (but not skirt) guidelines.(direct-to-consumer)(public-relations)(Column)

Article Excerpt
Byline: RICH THOMASELLI

DTC out, PR in.

Pharmaceutical companies-bound by guidelines that put a moratorium on campaigns for new products in the $4 billion direct-to-consumer advertising category-are hoping to skirt the issue by placing more pressure on their public-relations agencies to secure traditional media placements to start, or keep, the buzz about new products.

Several PR firms, who asked not to be identified because of their work for various...

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