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PR, with its wide-ranging expertise, is no longer an also-ran to a savvy brand's advertising push, but one of the best-placed disciplines to be the driving force in a highly effective integrated campaign, writes Shine's Richard Brett
Against a backdrop of government spending cuts and fluctuating consumer confidence, PR agencies can give partner brands the creativity and expertise needed to stand out from the crowd, writes Weber Shandwick's Rachel Friend
PR is proving attractive to a growing number of brands seeking to engage specific target groups with tailored messages while retaining the ability to respond quickly to market developments, writes Focus PR's Sara Balme
A great idea can come from any source, but only PR has the versatility and breadth of expertise to help brands cut through and get the target audience talking positively about what they are doing, writes Frank PR's Graham Goodkind
The days of standalone corporate PR departments may be numbered, but their distinct function will remain essential even within companies' merged communications and marketing operations, writes Tony Langham of Lansons Communications
Empowered customers are motivated, loyal customers, and PR is a vital tool in the armoury of any marketer seeking to engage audiences in this way to drive forward their brand's reputation, writes Porter Novelli's Neil Bayley
It is time for brand marketers to recognise that PR has advanced far beyond the generation of press clippings to become a discipline with multiplatform reach when it comes to raising brand awareness, writes Cirkle's Anne Kendall
How should PR play a role in brands' marketing strategies? Marketing brought together top players in the PR industry to hammer out what PR should be delivering for brands. Read what the experts had to say and see what happened when we brought them together for a roundtable debate
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