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PRWeek: Integrated wins, brand newsrooms lose


via Christopher Graves, global chairman, Ogilvy Public Relations (PRWeek)

Excerpt

Marketers rate brand newsrooms as the most overhyped initiative. So what should PR be focusing on?

“This is the key difference between advertising and PR,” said Brian Solis at Altimeter Group, a Prophet company. “Advertising will find a few top celebs, some of them being internet-famous, to become part of a campaign. [But] PR will find said influencers and nurture longer-term relationships that keep the brand relevant now and in the long term … in an era of social media, PR is more important than we know.”

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