New York Times advertising writer Stuart Elliott sees a digital edge for PR in a series of acquisitions by Toronto-based MDC Partners. MDC has now acquired six agencies in a year's time, three in the past five months, and "none of the six agencies...specialize in traditional ad tasks like creating creating television commercials." Elliott writes. "Rather, their specialties, in addition to public relations, include social media, database marketing, experiential marketing and analytics."
Public relations firms, says Miles S. Nadal, MDC's chairman and chief executive in Elliott's report, "are excelling in 'understanding the changing dynamics of the marketplace,' as what happens with a campaign in social media and earned media has become as important as its presence in paid media and owned media."
It's not merely what consumers see in print or video ads, but how they interact in social media that's increasingly determining choices and preferences.
"As a result, Mr. Nadal said, 'we love the PR space – social, blogging, crisis management, events."
There are more insights in the same, favorable PR vein in Elliott's piece.
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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