VIEWPOINT: Geoff Beattie

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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’.

Do you agree with Geoff? Email and we'll publish your views online or on the letters page.

Click here for the WMP version of this week's ViewPoint (PC)

Alternatively, click here for the QuickTime® version (Mac)

In association with Radio Lynx CONTENT T 020 7349 2020



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