PRSA submitted a letter to the editor of Bloomberg Businessweek
in response to a Nov. 29, 2010, article
that examined how the increasing use and sophistication of digital services was helping the public relations, advertising and marketing sectors enhance their value to the business community.
To the Editor:
"Don Draper's Revenge
" (Features, Nov. 29) provided an excellent overview of how dynamic and positive shifts within the advertising, public relations and marketing industries — in part, due to better incorporation of social media and digital communications — have helped to increase the value of these services, even during a prolonged recession and when many when pundits considered them dead or obsolete.
Technology, a fractured media landscape and changing consumer habits have dramatically altered how marketers reach and influence consumers, and also how agencies successfully operate. These new practices are supported by successful foundational principles of the marketing sector that remain relevant, no matter the medium used or the message created.
Similar shifts have occurred within public relations. Agencies of all sizes have taken a lead in using social media and other digital practices and strategies to achieve clients’ goals. This has led to sizeable growth in the strategic business value of public relations, with an estimated 4.9-percent increase
in public relations spending in 2010 to $5.4 billion, rising to $8.1 billion by 2015, according to the 2009 Veronis Suhler Stevenson Industry Forecast.
In order to sustain this growth and business value, marketers will need a healthy dose of optimism and enthusiasm for embracing and utilizing all manners of innovative new digital strategies, tactics and technologies. It will be exciting to see this evolution continue.
Gary D. McCormick, APR, Fellow PRSA
Immediate Past Chair and CEO
Public Relations Society of America