As Philips wrote in an article based on his book:
Posted: Sun Dec 22, 2024 9:10 am
wo decades ago, Joseph Pine and James Gilmore introduced the concept of the experience economy . In the vision of these authors, companies would shift from offering products or services to creating memorable experiences . This naturally left a clear task for the marketer, the one who had to orchestrate these experiences. What has become of this ambition? Time to take stock.
PR has no future: the business model of PR – which is based on selling stuff – has had its day. This was stated by Robert Philips, former CEO of the world's largest PR agency Edelman, in his much-discussed book ' Trust me, PR is dead ' (aff.) in 2015. Philips advocates a new model of public leadership , in which communication focuses on creating trust, radical transparency and social activism.
The future of communications must embrace canada whatsapp number the messy chaos of real people. (…) Communications must shed itself of an obsession with crafted message-management and control. It must place radical honesty, radical transparency and actions, not words, at its core.”
Marketing under fire
Philips' argument about the death of PR may be controversial, but his criticism hits a nerve. Online marketing in particular has been under fire for some time. Online advertising campaigns are said to be unsuitable for brand building , for example – and their effectiveness is difficult to measure . It is telling that JP Morgan Chase and Procter & Gamble, among others, announced this year that they would be making drastic cuts in (online) advertising budgets. Procter & Gamble CEO Marc Pritchard had previously called the world of media agencies “murky at best and fraudulent at worst” . No wonder that a real industry has now emerged to make online advertising trading more transparent and fair.
PR at the intersection of marketing and communication
The critical voices about marketing and PR go hand in hand with a current development that at first glance seems to be at odds with it: the increasing interweaving of marketing and communication. The fact that content marketing and content curation are increasingly becoming a mature, multidisciplinary field illustrates this trend.
Marketers are increasingly working with communication specialists, content strategists and copywriters who support advertising campaigns with high-quality content and compelling stories. At the same time, content marketing is increasingly being used in combination with paid media .
In the process of content curation , communication specialists create up-to-date market information that marketing & sales can use intelligently. For example, to maintain contact with prospects and customers.
Content marketing and content curation are increasingly becoming a mature, multidisciplinary field.
PR has no future: the business model of PR – which is based on selling stuff – has had its day. This was stated by Robert Philips, former CEO of the world's largest PR agency Edelman, in his much-discussed book ' Trust me, PR is dead ' (aff.) in 2015. Philips advocates a new model of public leadership , in which communication focuses on creating trust, radical transparency and social activism.
The future of communications must embrace canada whatsapp number the messy chaos of real people. (…) Communications must shed itself of an obsession with crafted message-management and control. It must place radical honesty, radical transparency and actions, not words, at its core.”
Marketing under fire
Philips' argument about the death of PR may be controversial, but his criticism hits a nerve. Online marketing in particular has been under fire for some time. Online advertising campaigns are said to be unsuitable for brand building , for example – and their effectiveness is difficult to measure . It is telling that JP Morgan Chase and Procter & Gamble, among others, announced this year that they would be making drastic cuts in (online) advertising budgets. Procter & Gamble CEO Marc Pritchard had previously called the world of media agencies “murky at best and fraudulent at worst” . No wonder that a real industry has now emerged to make online advertising trading more transparent and fair.
PR at the intersection of marketing and communication
The critical voices about marketing and PR go hand in hand with a current development that at first glance seems to be at odds with it: the increasing interweaving of marketing and communication. The fact that content marketing and content curation are increasingly becoming a mature, multidisciplinary field illustrates this trend.
Marketers are increasingly working with communication specialists, content strategists and copywriters who support advertising campaigns with high-quality content and compelling stories. At the same time, content marketing is increasingly being used in combination with paid media .
In the process of content curation , communication specialists create up-to-date market information that marketing & sales can use intelligently. For example, to maintain contact with prospects and customers.
Content marketing and content curation are increasingly becoming a mature, multidisciplinary field.