PR profession evolving

Some really interesting points made by Marcel Goldstein at 21st Century Public Relations:
He writes, “Whether marketing to consumers or businesses, the Web has become the central marketing channel today. While PR once primarily supported consumer advertising, institutions today expect PR to support the Interactive channel. . . . [C]ompanies such as DuPont now expect their advertising to also drive customers to Web destinations. With all other forms of marketing serving as spokes, the Web is now the marketing hub.”

I also appreciate his point in another post: “While most of us in the profession firmly believe that public relations is fundamentally about engaging third parties in two-way dialogues on behalf of institutions, the harsh reality is that most clients and employers too narrowly define the “third parties” in the public relations domain as traditional media only. Our ride now is hitched to the wrong wagon. . . “

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