You can tell if it’s paid by how it sounds and looks and feels. And there’s the rub: if you can tell if it’s PR, then it’s not doing its job.
Estima considers public relations as content -- it is supposed to inform while selling your product. Excellent public relations, in whatever form -- press releases, advocacy ads -- must be chameleonic: it must nourish and sometimes entertain. It must be indistinguishable from regular features, write-ups, editorials or ads for causes.