I read a blog post this week that questions whether PR agencies are stuck in their Dickensian ways and, though I may not like the accusation, I can’t help but feel that the writer has a very good point. There’s been much debate recently about whether digital agencies or PR agencies are best placed to provide online communications – it strikes me that if PR is to emerge victorious, as I believe it should, then PRs need to start taking individual responsibility for their own learning and development. Fast.
Everyone from the CEO to the cleaner should know about this stuff. And they all need to take an interest. There’s no longer any excuse for the MD to delegate the learning and knowledge to someone else without having much of a clue themselves, or for the account assistant to think that it’s the digital guy’s responsibility. PR agencies need to start taking a holistic approach to digital media. And the sooner, the better.
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