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In most cases, pay-per-click advertising tries to sell a product or service. With public relations, it usually isn’t possible (or ethical) to pay your way to the placement you seek.

The online world continues to rewrite the rules, however. Another example was the convergence of public relations and online marketing during last month’s auto industry bailout discussions.

A ClickZ story summarized the efforts of GM and Ford to promote microsites that explain their recovery plans. The most interesting wrinkle was the use of search advertising to generate clicks and gain visibility.

When users searched for “bailout,” “auto bailout” or related terms, GM and Ford offered pay-per-click ads to promote their respective public relations campaigns. GM linked to its “Facts and Fiction” site, while Ford countered with its “Ford Story” online presence.

The advantages of pay-per-click, according to a Ford spokesperson, include flexibility and cost-effectiveness. From the story:

For Ford and other firms targeting ads to issue-related searches, the value is not unlike that of other search advertising. “I’m only spending money when people are talking about the bailout,” said Kelly.

It appears both companies ended their search marketing efforts last month, but advocacy organizations (including the AARP) are still placing ads for bailout-related terms. As the ClickZ story notes, public policy and public relations could be growth areas for the online ad industry as a whole.

These types of tactics are proof that the “let’s-build-an-online-press-room-and-hope-they-find-us” days are over. If your organization or industry faces significant reputation or public policy issues, consider how to find your audience online – and meet them in places they already visit.

(Thanks to For Immediate Release for the tip.)