Rieses’ Pieces: ‘Divergence’ Next Hurdle for PR Execs

Al Ries and his daughter and business partner Laura (Ries & Ries) caused quite a stir in marketing circles with "The Fall of Advertising & The Rise of PR" (Harper
Business, 2002), boldly predicting that PR will eventually eclipse advertising as the builder of brands. While broader in scope, the Rieses' latest book, "The Origin of Brands"
(Harper Business, 2004), also has some controversial ideas for PR execs to chew on.