Cohn & Wolfe UK MD Geoff Beattie says more PR agencies need to realise that 'content creation' is the future of the industry.
In the video-clip, he argues that advances in technology have created opportunities for PR agencies to create
‘compelling content’ for clients. Content need not be expensive, he says, but agencies must ensure their staff have the relevant skills – from writing to video-making.
The most talked about online campaigns have largely been devised by advertising agencies, but Beattie insists that ‘this is exactly the kind of creative grassroots content that PR companies should be delivering for clients’.
He adds that PR agencies must be ‘experts in narrative’ that can ‘take those narratives to clients in whatever form they choose’.
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