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Scoop.it!
Back in March, Edelman advisor Steve Rubeltold us that upcoming PR professionals need to “look at the bigger picture” and “orient [themselves] toward both creating and distributing content”. The firm’s newest tech advisor Burghardt Tenderichrecently gaveThe Holmes Report a more direct version of that statement: “PR needs to grow up and become real content creators.”
Jeff Domansky's insight:
I like his candor. Too many "old" PR people are still stuck putting out news releases, doing cocktail parties or whining about not getting seats at the boardroom table to provide strategic PR counsel. There is just PR and sometimes it involves content, marketing and social media. 
Scoop.it!
An infographic shows a side-by-side comparison of public relations skills and tools from a decade ago and today.
...At the turn of the century, PR practitioners were faxing pitches and mailing press kits. Today they’re tweeting pitches and emailing virtual press kits.
Jeff Domansky's insight:
A fun infographic contrasting PR Then and Now...
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Scoop.it!
Lark: Creative agencies still want to spend all the money on TV The chief marketing officer of CommBank has warned the public relations industry...
Lark said that many PR agencies were not maximising their strategic and creative capabilities and said that creative agencies were a threat. “You should be the owners of content, you should be developing content and managing communities, driving conversations… but I’m terrified as a recovering PR that you won’t get with the program,” he said. L
ark held a senior role in the US at PR agency agency Fleishman-Hillard. He was also chairman of the juries for the CommsCon Awards. He cited PR agency One Green Bean’s recent campaign around the Commonwealth Bank’s Kaching app as an example of where an agency – led by executive creative director Kat Thomas – was using its strategic and creative muscle....
Jeff Domansky's insight:
Lark trows down a gauntlet, challenging PR to up it's game.
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It is interesting to see how the big names and head figures of the companies look at the upcoming PR professionals. It is maybe because of social media that this view is coming about.