Interesting piece in the Independent on the usefulness of PR people in the digital age – just shows there’s nothing like contacts…
- PR is traditionally perceived as being all about selling stories to journalists, but the media landscape is changing rapidly, so that a powerful blog can overshadow a newspaper story. Some think that the PR industry has done more than other marketing disciplines to help companies exploit digital opportunities, but delivering messages through social networks is far removed from talking to journalists. Although it seems that agencies are prepared to bear the cost of their executives chatting online, a PR specialist who talks to journalists every day is still regarded as a very “efficient mechanism” for communicating a message.
The Independent, 1 February 2010
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