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A New Challenge: Defending PR's Digital Turf
By: Doug Bedell
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Bob Pickard, president and CEO of Burson-Marstellar Asia-Pacific, tells it like it is in advising PR firms to claim their turf in the face of global management consulting, law and advertising firms entering the digital media arena. "Running away from the 'PR' label," Pickard writes, "some agencies have chosen to demarcate digital as somehow being distinct from public relations whereas I think PR is very much at the heart of it." And so it is. Consumers are using digital media to build relationships and PR needs to be there in its own relational terms. Take Pickard's post to heart.  

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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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