The lines between paid media (ads) and earned media (editorial coverage) are all but erased, reports AdAge, “with an increasing number of PR firms crossing into territory once commanded solely by ad agencies. Traditional creative shops have been threatened by the incursion of everything from in-house agencies to consultancies and specialty shops focused on disciplines like experiential and data marketing. In recent years, however, PR has also stepped up to become a formidable foe.”

The AdAge post added that the transition “is driven in part by marketers’ demands for integrated solutions, the rise of social media and viral content and financial pressures forcing PR firms to redefine their business models to remain competitive. Public relations firms—including Edelman, WPP’s BCW (Burson Cohn & Wolfe) and Interpublic Group of Cos.’ Weber Shandwick and Rogers & Cowan PMK-BNC—are no longer judged solely by the number of media impressions they generate for a brand. For the past five to 10 years they’ve also been taking the lead on creative, social, digital and paid media.”

More here.

Leave a Reply

Your email address will not be published.