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Article: Op-Ed: PR pros are poised to prevail in today's digital age.(public relation and media business)(The Chaos Scenario)(Cover Story)
- Article from:
- PR Week (US)
- Article date:
- July 25, 2005
CopyrightCOPYRIGHT 2005 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In an April Ad Age cover story, 'The Chaos Scenario,' Bob Garfield explains why advertising is in trouble and, unintentionally, sounds the rallying cry for PR pros everywhere. He writes, 'Fragmentation, the bane of network TV and mass marketers everywhere, will become the Holy Grail, the opportunity to reach - and have a conversation with - small clusters of consumers who are not consuming what is force-fed them, but exactly what they want.' Sounds like what we've been doing in PR for more than a century.
So how will we answer this rallying cry? Before you respond, it's important to set the context for where our profession is now. Today, in the digital age, ...