This article originally appeared at marketingmag.ca.
By hiring creative directors and launching branding and design services, are PR firms reinventing themselves?
One of the hottest trends in public relations is the investment by leading PR firms in their creative capabilities. Some are partnering with creative agencies. Others have hired their own creative directors. Argyle Communications has taken a slightly different approach, launching a brand counsel and design subsidiary (see last week’s post). What’s behind this trend, and what does it say about the business of public relations today?
All evidence shows that PR is enjoying rapid growth and increased relevance. In an age in which communication power is in everyone’s hands, the core capabilities of PR professionals – earning attention rather than paying for it, and building relationships with audiences who have the power to talk back – have never been in greater demand.