At the risk of repeating myself, PR is on the cusp of a golden era if it continues to lead the way in social media and takes the opportunities that are presenting themselves to compete for a much larger share of marketing dollars than can previously have been imagined.
Industry leaders such as Richard Edelman clearly agree, and he laid out his vision of what PR needs to do to grasp these opportunities at the Edelman New Media Academic Summit last week.
This theme is also the underpinning of PRWeek's annual NEXT conference, which this year takes place in New York on Tuesday November 9.
PR has a unique opportunity to take the lead in marketing communications ahead of other disciplines – it is ready for another growth cycle. It is securing its place at the top table of business, government, nonprofit and charitable organizations – leading strategy, contingency planning and dealing with crises when they arise.
Creative agencies are coming to terms with an era when consumer brands no longer fuel their revenue streams by making two ad campaigns a year, media agencies are working off narrower and narrower margins as client procurement departments turn the screw on media buying and digital agencies struggle to justify their standalone status as a single-discipline operators.
The new age of digital and interactive media is leaving other marketing disciplines behind as PR embraces integration, grasps the nettle and takes charge of communications.
PRWeek's NEXT Conference features the individuals, organizations and case studies leading this charge, through a mixture of keynote addresses, speaker panels and practical workshops. Please contact our conference team to find out more.
If you want to be notified about the NEXT Conference updates, send an email to firstname.lastname@example.org with "NEXT Conference" in the subject line.