It's a perfectly logical and sensible move, but the issue has always been the lack of equality round the table and the huge difference in fees and budgets between the two sectors, which means there will also be a 'lead' partner who drives the agenda. Usually it goes something like this: 'We've got this idea - would you mind just chucking a few ideas on a slide as to how we amplify it?'
Until that changes, the partnership will never truly work, nor will it work when publications purposely strike PR agencies' names out of copy and refuse to acknowledge their work. Agencies deliver integrated thinking with specialist output teams. A good idea is a good idea; you just need the right people to deliver it.
Mark Stringer, founder, PrettyGreen.