IPG's Roth outlines PR role in an agency network

NEW YORK: Interpublic Group chairman and CEO Michael Roth spoke to attendees at PRWeek's NEXT Conference about the role of PR in an agency network.

NEW YORK: Interpublic Group chairman and CEO Michael Roth spoke to attendees at PRWeek's NEXT Conference about the role of PR in an agency network.

As the way consumers are deciding to communicate has changed, Roth said the opportunity for PR firms has increased. Clients need to turn to agencies to sort out the intricate web of consumer communication, Roth explained.

Roth said media, advertising, and PR are coming together at Interpublic. In response to a question from the audience, Roth said the lines are blurred between a PR agency, digital agency, and traditional agency, "call it what you want," he said. He named a client where PR is leading and named another where digital is leading.

Roth presented information on how the share of client's dollars has been shifting from media owners to agencies. He also showed how the Internet isn't the only area that is growing. TV is a growth area as well.

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