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)

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 drug makers, have confirmed that they have had discussions-ranging from "serious'' to "informal''-about ramping up their efforts when a prescription medication is approved by the Food and Drug …