At the same time more and more freelance journalists - many of whom couldn't stop moaning about the damage the PR business was doing to journalism in the good times - want to become hybrids and grab a piece of the PR action now the commissioning editors' cash is drying up. But rather than see this as cheek incarnate, perhaps it's an opportunity.
More agencies could outsource writing, as many already have their radio, TV, photo stunts, online, training, evaluation and even new business roles. This leaves agencies free to follow the 'Virgin model' and concentrate on their client service, product innovation and own agency brand, while project managing the specialists who do the rest. Clients who want more for less would certainly get it.
Matt Fearnley, MD, Brighter Group