The digital revolution is sounding the death knell for the era of mass media communication and spawning a new age of dialogue, in which the PR industry is flourishing.
In the 80s and 90s advertising ruled supreme. But companies are now increasingly turning to PR instead, as they see the need for constructive dialogue as a way of spreading their marketing messages.
PR agencies are being inundated, despite the gloomy economic outlook, as firms seek to enhance their reputations and look to build relationships with a variety of stakeholders.
Editor of PR Week, Danny Rogers, said that for a long time PR was seen as the poor relation of the marketing industry.
But he said that it was no longer enough to broadcast big messages to people and that organisations had realised they needed a dialogue with the public and the media.
PR spend was holding up, he explained, because it represented an essential comms channel that could not be turned off in a downturn and because it usually represented great value for money.
Nevertheless, Rogers urged PR agencies to get better at measuring its output and outcomes- because the recession would focus the financial director's mind like never before.
hello@octopuspr.co.uk 
01785
229530 
