Third party "legitimacy" threatens role of PR
The public relations industry has always sold itself on the fact that public relations offered a third party legitimacy that advertising never had because it secured exposure for brands in credible third-party outlets such as traditional media.
With advertising revenues falling faster than expected there are increased pressures on newspapers and broadcasters. Newspapers and broadcasters continue to make staff cut-backs. Predictions are that there is worse to come.
These cut backs will mean there will be a growing reliance by traditional media on news agency and PR material; material that is often published unchecked, undermining independent journalism and the third party legitimacy that PR has traditionally promoted.
In spite of the threat this poses to the “reputation” of the public relations professional, there may be a few PR people out there who would gleefully clap their hands at this prospect.
However, with marketing budgets being scrutinised there are a lot of advertising and web people looking to develop their diminishing roles.
In this business climate and with public relations moving into the online area, the convergence of traditional and social media in PR will mean the convergence of online marketing budgets and consolidation of services into one digital proposition.
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