I’m finding it increasingly interesting how more and more people within PR are starting to look at the future of digital. What’s interesting is that we are looking at what is the best way to structure digital practice within a digital agency, how to increase digital knowledge amongst all PR professionals. The same question was posed on LinkedIn, and now I’ve picked up a few blog posts.
One that is worth a read, is Sally Falkow’s blog post titled, UK PR companies missing out on digital opportunities…”According to a survey of Britain’s 100 leading press and public relations
agencies, 79% of the industry’s major players have yet to develop a set
of online and social media services. Perhaps not surprisingly, over
half of the agencies that do offer online PR are based in London”.
The difficulty we’re finding is that not all PR professionals see the true value of digital for clients and the impact it has on deliverable results. Additionally, the client does not always understand or have the backup to support these initiatives. I think the days of PR vs Marketing or PR vs Advertising are coming to a head as we cannot keep talking about digital PR vs online marketing…they are synonymous and should be looked at with an integrated view point by all parties.
Any suggestions or insights would be much appreciated, from both evangelists and cynics!