Laws May be Immutable, But Brand Guru Champions New Roles for PR

Brand-centric planning first emerged back in the days when PR was considered little more than a marginally relevant stepchild of corporate marketing and advertising
departments. How the family dynamics have changed.
PR NEWS caught up with renowned branding expert Al Ries, author of The 11 Immutable Laws of Internet Branding,
to discuss his philosophy about the critical role PR now plays in nurturing young brands until they're ready to stand on their own.