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Great post, I completely agree digital is no longer a specialism but sadly there are still a lot of agencies that are not getting digital properly and it is more of an after thought. Even the newspapers themselves are still struggling to come to terms with making a business model and profits out of internet use but we are getting closer and that can only be a good thing.
I thought the announcement by the CIPR to move from PR Week to more digital media this week was interesting and I believe it is the right move. How can news that is a month old still be classed as news. Most people now get their content from blogs such as yours or their newsfeeds.
ReplyThanks Chris – yes, I was surprised by the figures from the PRCA/YouGov survey a few months ago with 44% of respondents spending 1-10% of marketing budget on digital/social media. 50% reported that it was a budgetary/resource issue. But perhaps it’s time to re-allocate funds?
In 1910 over 10% of UK workforce was employed in hat manufacturing. The point? you’ve gotta go where the market is before someone else does: move and adapt. Otherwise you’ll be left selling PR services that no one wants – the equivalent of the stove-pipe hat.
Re CIPR and PR Week. It has to be the right decision – on the understanding that CIPR ramps up its content. A lot of the nuts and bolts of job moves etc are already covered by the likes of Gorkana I’d imagine. Spending some of the cash saved from that ear-marked for Haymarket can help bolster and promote the CIPR as the thought-leaders for UK owning the space and filling the void Max Clifford et al were allowed to fill in the industry.
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