Why Traditional PR Is Dying

I just came across an insightful little article on the Ragan.com web site titled, How B2B public relations will fail in 2011. The author, Elizabeth Sosnow, implores PR professionals to advance their capabilities and, equally critical, their “products” in the months ahead.

“Our product is now content,” she writes (the emphasis is mine), pointing out that PR content is taking on a number of nontraditional forms including blogs, podcasts, customer stories, eBooks, videos and infographics among others.

In addition, she asks a question that none of us can afford to ignore: in light of the rapid evolution of PR content, “Can you afford another year of thinking of yourself as just a traditional PR professional?”

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