Want Digital? Choice Between PR Agency and Pure-Play Digital Shop Is Anything But Clear

With the steady rise of digital and social channels, organizations are constantly searching for the most effective people and tools to deliver great digital/social results. This need has touched off a kind of war, if you will, between PR agencies that have developed digital and social capabilities; ad agencies that have done the same thing; and pure-play digital/social shops that compete with both for business. It’s a cutthroat competition. At the PRSA Counselors Academy conference held in May 2012 in New Orleans, the ability to offer digital services, including app development and mobile expertise, were hot topics of conversations among owners of small and midsize PR agencies. For them, expanded digital/social offerings are a matter of survival in a difficult environment.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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