LETTERS: Traditional PR is facing extinction

The various articles in your recent 'recession fears' special (News, 18 January) suggest that the industry is in trouble, or has nothing to worry about.

The truth is that traditional PR is going the way of the dodo - new media render old approaches irrelevant and press bureau functions are becoming commoditised.

The answer is to diversify away from the activities that have served us well in the past. The agencies that survive will have a strategic focus on client problems and a willingness to embrace a range of services.

In recessionary times, effective internal communications are critical to maintaining employee motivation and clients want to re-engineer communications structures to do more with less. Much of Pleon's work today is to support these clients' initiatives. So, while PR revenues have declined, our focus on Change Communications has more than made up for the shortfall.

Charles Darwin told us that the species that survive are the ones most responsive to change. It is high time the PR industry learned that lesson.

Jennifer Helfer, CEO, Pleon


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