Back to the Future


Medialand has undergone a sea change in the last eight years. When my two-year tenure as PR News editor ended in 2005, Facebook was just a pup, Twitter did not yet exist and global domination was still a glimmer in the eye of the top execs at Google. Yet the rise of social media and the proliferation of new media distribution models are just two of the dramatic changes that have engulfed the PR field in the last several years.   In a growing number of cases at both the corporate and agency levels PR execs are being tasked with marketing disciplines that were unheard of in communications circles just a few years ago, such as brand management, media planning and media buying. And, as with other marketing professions, the onus is increasing on you to show legitimate ROI to the C-suite, or risk getting the short end of the stick when it comes to doling out the budgets.

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