Does PR Have a Role in a World of Instant Communication?
Veteran marketers have been debating for decades the effectiveness of advertising versus public relations (PR). It is a silly argument—like trying to prove that cancer prevention is better than a cancer cure. You need both to control cancer because they complement each other and need each other. The same is true for advertising and PR.
However, for PR to be effective today, it has to play into a news-drenched world with consumer attention spans that are the shortest in human history and will, if anything, keep shortening. The era of sending out a press release and expecting it to become news that is highlighted by major media outlets the next day is dead and buried. With social networking ...
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