Point of view: PR and WOM can co-exist

The redundancy of PR in a cynical user-generated content world has become a favourite industry theme.

Point of view: PR and WOM can co-exist

Molly Flatt1000heads

'PR is dead'. This headline cropped up in Forbes in May last year, but it could as well have come from any business newspaper, magazine, website or blog in the past decade. The redundancy of PR in a cynical UGC world has become a favourite industry theme, alongside case studies of bloggers mounting brand-bashing campaigns after they receive a clumsy mass-emailed press release.

In the Forbespiece, award-winning newsman Jim Nicholls argued that PR's role as controller of that corporate MacGuffin 'the message' has dissolved in...

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