From our readers - PR depends on the survival of advertising

The extraordinary growth in PR over the past three decades is closely correlated to the growth in the media.

Fatter papers and magazines, more TV and radio stations and now ever more online content have meant more opportunities for PR. This media explosion has in large part been funded by a growth in advertising.

It therefore surprises me when senior PR practitioners delight in the difficulties confronting advertising (News, 16 January). As ad revenues collapse so too will media titles. And if the media contracts so too will most PR. Media relations is the one persuasive technique that is the preserve of PR - the rest is just 'communications'. Lots of people claim to do that - not least ad agencies.

Trevor Morris, visiting professor public relations, University of Westminster

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