PR in the changing marketing services landscape
James Davies
New technology continues to transform the marketing services landscape with its potential for real interaction and communication with consumers and the fragmentation/explosion of media. Not surprisingly, there has been much talk of consumers having ownership of brands, rather than the other way round. The fashion is for more direct experiential contact with users, rather than just promotion. At the same time, in line with commercial imperatives, there is an ongoing quest for measurability, to direct activity and inform return on investment.
So how fares Public Relations in the mix? On the...