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The public relations industry is in the midst of a profound identity crisis. With the erosion of mainstream media and the surge of social media, PR experts aren’t entirely sure what their profession is or should be. Some view this as an opportunity to shun the PR label and replace it with integrated marketing or integrated communications.
This may be the exact wrong response. The strength of public relations has always been the ability to engage audiences and negotiate relationships – mostly via media relations. These two skills, arguably, have never been more important than now, in a media environment where all participants are communicators and selectively choose information they engage with.
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