PR Agencies: Adapt Or Die

DeathI’ve been wondering if the PR role is slipping and if the growth in interactive marketing will make PR agencies largely irrelevant unless they diversify and get wise to online opportunities?

Forrester’s December 2010 US Interactive Marketing Online Executive Panel Survey showed that PR agencies held a respectable fourth place when it came to which agencies are helping with company/brand interactive marketing but the same survey also showed that 68% of marketers were working with at least two or more agencies for their interactive marketing needs (all competing for budgets and control no doubt).

In the 14 months since that survey took place interactive marketing has continued to mature, and I wonder if the full-service interactive agency is growing up and gaining control -- leaving the PR agency behind at the kids table.

Why is PR at risk of losing their seat at the interactive table?

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