For Brian Halligan, CEO and Founder of HubSpot, the question isn't so much "Is PR Dead?," but "What Will Replace Traditional PR?," which, yes, has all but expired.
"The good news," Halligan writes, "is that there is a major opportunity for new entrants and forward-thinking existing agencies to re-invent the (PR) industry and provide a whole new set of valuable businesses for their customers. Like what? Well, here is a partial list of services that a modern PR agency could provide that would be really valuable."
Brian lists some of the services a new-style PR agency can provide (others are no doubt being conceived of as we ponder PR's fate):
• Culture and Process Change Services.
• Remarkable "Marketing Strategy" Services.
• Remarkable "Content Creation" Services.
• Social Spreading Services.
• Decision Support Services.
Read Brian's post to see what he means by each of these categories. We'd add Web Intermediation and Capitalization Services. There's a vast bulk of information on the Internet available to be packaged and presented to various computer-based audiences. This group may actually fall within one or several of Brian's categories, but living on the Web is a definite possibility these days. It's intriguing, indeed, if you've got a comfortable chair and a marvelous panoramic display you're loath to leave.
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.