Thursday, April 17, 2014
Isn't the PR that you learned in school or practiced for much of your career. Now it is data-driven communications. The traditional model of earned media that couldn't be measured is being swiftly replaced by social media that can be counted and tracked. Agencies that do not have access to the data are being left behind and might shrink to a niche of the industry. There will be room for smaller clients and B-to-B where there is less data, but the large consumer packaged goods, electronics and transportation accounts will gravitate to where they can get answers to their ROI questions. In other words, the legacy challenge of the PR business -- that measurement was difficult -- has largely been solved. Practitioners need to adapt or be left behind.