At last week's Digipalooza conference, I made a comment about one of the threats to the PR industry from digital communications being that it disintermediates intermediaries, of which PR firms are one. A colleague in attendance recently asked me to qualify this; here's what I said:
PR is an intermediary. We sit between the media (and increasingly the public) and our clients, trying to control the flow of information between the two. The internet has no respect for intermediaries - media and consumers can find information in other ways; they are no longer dependent on us to provide access to it. That's why we will become increasingly intermediated unless we find new ways to deliver value to both sides.
What do you think?
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