'Word-of-mouth' warning to sector

The PR industry is in danger of missing out on the­ ­opportunities presented by 'word-of-mouth marketing'.

This was the message to delegates at a conference ­organised by Green Communications in London last Friday.

Agency MD Andy Green said: ‘Other sectors, such as direct marketing, are demonstrating greater ­leader-ship in this area and securing control of the budgets.'

He warned: ‘Unless the PR industry starts getting to grips with this discipline it will lose out to other sectors, in the same way that it ­initially failed to seize "ownership" of the internet as a comms tool.'

Other speakers included Frank PR chairman Graham Goodkind, The Number comms director William Ostrom and Mark Borkowski.

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