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January 19, 2011

PRSA Comments on 2011 Marketing Predictions in Advertising Age Letter to the Editor

PRSA had a letter to the editor of Advertising Age published in the Jan. 17, 2011, print and online editions of the publication, in response to a Jan. 10 article on 2011 predictions for public relations, direct marketing and advertising agencies.

Letters: The Year Ahead for the PR Industry
Published: Jan. 17, 2011

Your assessment of where the direct-marketing, advertising and public-relations industries will stand in 2011  was spot on, particularly your point that public relations will enhance its value to businesses and the public in the face of increasing reputational concerns. What we're already seeing in the new year is that the effects of WikiLeaks, a 24/7 hyperconnected media environment and pressures to always be "on" are generating tremendous interest from businesses in the strategic role that public relations plays in bridging the gap between consumers' interest in brands and companies' business objectives.

Playing a leading role in conversation development has always been one of public relations' strongest areas of focus. As you rightly note, a key component of public relations agencies generating "two-way conversation-themed strategies" will be the continued inclusion of nontraditional hires, such as bloggers, social-media influencers and analysts. Taking that a step further, our members tell us that diversity within the profession will be key to their agencies' success in the year to come, as businesses continue to seek a more global perspective to their communications and marketing initiatives.

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