Digital content providers are bidding for the lead in social media services, displacing PR shops with the same aim. Adweek explains how the jousting for social media clients unfolds.
Marketing "is becoming so blurred, it's hard for us who can do 80 percent of it not to do the rest," says RIck Webb, COO of The Barbarian Group, a digital services and creation company in New York, Boston, and San Francisco.
According to Adweek, "Digital shops big and small are entering a territory once the exclusive terrain of public relations agencies: they're hiring PR veterans in an effort to establish primacy in the fast growing but unsettled area of social media, betting their expertise in content can be complemented with PR-like capabilities."
There's a lot of detail in the Adweek piece outlining how the digital agencies are aiming to displace PR agencies as social media providers.
All this reflects the continually shifting scene as the old print and broadcast media lose ground to Internet-based social media services. Surely it's a time for deft creativity in PR if the profession is to hold its ground.