In a July 1, 2011, letter to the editor
, the Public Relations Society of America
(PRSA) implored public relations and communications professionals to more clearly demonstrate the value of their integrated communications campaigns in order to better compete against advertising and marketing firms.
From PRWeek.com/uk: Feedback — Can PR Come Out on Top in Marcomms Battle
Published: July 1, 2011
I agree with Danny Rogers that 'clients don't care who comes up with the most effective campaigns' ('Danny Rogers: PR networks need to get in on Cannes act
', prweek.com/uk, June 22). Ultimately, they are looking for one key benchmark: business results. But haven't we been saying the 'age of integration' is now upon us for years? Until PROs truly demonstrate that we are capable of seamlessly and successfully integrating paid, earned and owned media to drive client results, it doesn't matter how often or forcefully we claim integration is upon us.
Associate Director of Public Relations
Public Relations Society of America
Read the full comment at PRWeek.