Next week, PRWeek will file a story about a white paper commissioned by the Council of PR Firms. I collaborated with Paul Rand (CEO of the Zocalo Group, a Ketchum company) in drafting the paper. (To get a copy, go here.)The paper -- based on a recent CPRF survey -- examines how the PR industry has adapted to social media. Key finding: the industry is undergoing an identity crisis,and PR agencies increasingly are competing with other disciplines for marketing dollars -- not just for social media, but for traditional PR services as well. You can imagine how that makes PR people feel. :) But as I have been saying for some time, the way to compete in the new marketing landscape is to position around general communications strategy. Good strategy (i.e., strategy that can be executed across all disciplines) continues to be the scarcest -- and most valuable -- service of all.
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