The future of PR agencies

There is an interesting post today at Strumpette by David Gallagher - Partner/CEO Ketchum London that poses the question - What does a successful PR agency of the future look like? 

The preliminary conclusions as they relate to the marketplace are dead on.

Fundamental and transformational shifts in human affairs – every bit as pervasive and sweeping as earlier revolutions in industrialisation and agriculture – are gaining momentum in every part of the world. These changes are enhanced and expedited by technology, but their effects are by no means limited to the digital environment. Virtually every aspect of modern life is changing quickly and significantly, including health, the environment, religion, culture, politics and industry.

And I really liked the definition of community-

And audiences themselves will be seen more as communities – dynamic, powerful collections of economic, creative and intellectual resource.

Consumers are now in control and marketers have to adapt to this changing environment. Robert Iger the new CEO of The Walt Disney Company recently was quoted as saying "Consumers have alot more authority these days and they know that by using technology they can gain access to content, and they want to use that power that they have"

James Stengel - the CMO at Proctor Gamble has said " The traditional marketing model we all grew up with is obsolete"  That is saying alot and if traditional marketing communication businesses do not recognize that they will be obsolete as well

 

Comments

[David Gallagher]

Thanks for the feedback, Will. And I'd welcome any other comments on what the PR agency of the future is likely to look like...

[David Gallagher]

Thanks for the feedback, Will. And I'd welcome any other comments on what the PR agency of the future is likely to look like...