I recently visited PR agencies in Seattle with UO PRSSA. Listening to PR professionals talk about their work not only validated my desire to go into the industry, but it also helped me realize that the direction I want to go in is closely tied with the future of PR as a whole.
One of the agencies we toured was Allison + Partners, an integrated agency that takes a “holistic view on strategies,” according to Tom Bird, Senior Vice President of the Seattle office. By combining public relations, advertising and marketing in one office, they are able to provide clients with the best possible strategic communication plan, regardless of which area of communications the specific strategies traditionally fall under. As the line between paid media and earned media continues to blur, more and more agencies will have to be prepared to offer integrated strategies.
Spaces that used to be available to PR professionals are now becoming more pay-to-play, according to Rebecca Mosley, founding partner at DUO Public Relations. As a result, blogger relations are becoming as important, if not more important than traditional media relations. For example, PR professionals at Allison + Partners will pitch both the Wall Street Journal and the local fashion blogger. Mosley says that because bloggers are so trusted by their readers, they can bring in more revenue than even a placement in the New York Times.
The face of public relations is changing. Blogger relations will become as important to PR professionals as their relationships with local reporters and the thinning boundaries between PR, advertising and marketing, not to mention the overlap of social, will result in more agencies offering integrated communication stragies.
How do you think the future of PR is changing?