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PR Is Becoming Effective Content, Plain and Not So Simple
By: Doug Bedell
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Here's another source on the ongoing media revolution we've been covering — the convergence of media modes around search, digital and mobile technologies. He's David Armano, Managing Director of Edelman Digital Chicago. "I believe, Armano writes, "(that) search, social and mobile are the three most disruptive forces in modern communications and they are working together to wreak havoc on organizations and their agency partners."

A graphic at the top of Armano's post is headed "Silos Increase Efficiency and Decrease Relevancy." The three "silos" are Advertising, Public Relations and Interactive/Digital. "Efficiency" vs. "Relevancy" — that about says it all. As we've suggested before, we're in the midst of a great mega-mashing of the modes of communication as we've known them. Armano's well-considered post provides further insight into where we are in an era when content, ("Today it's all just content," Armano writes) is king. PR's challenge is learning how to deal not so much efficiently as effectively with this content revolution.     

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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