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July 01, 2011

PRSA Implores PR Pros to Better Demonstrate Value of Integrated Communications Campaigns in PRWeek Letter to the Editor

In a July 1, 2011, letter to the editor of PRWeek, 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 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',, 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.

Keith Trivitt

Associate Director of Public Relations
Public Relations Society of America

Read the full comment at PRWeek.
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