![\"Advertising](\"https:\/\/www.72point.com\/wordpress\/wp-content\/uploads\/2017\/06\/Advertising-Isnt-Dead_resize.jpg\")
In marketing and PR circles you are constantly hearing prophesies of the demise of one or the other. \u00a0Advertising is dead! PR is finished! It\u2019s a little like Monty Python\u2019s renowned parrot scene:<\/p>\nIn marketing and PR circles you are constantly hearing prophesies of the demise of one or the other. \u00a0Advertising is dead! PR is finished! It\u2019s a little like Monty Python\u2019s renowned parrot scene:<\/p>\n
\u201cI wish to complain about this parrot what I purchased not half an hour ago from this very boutique.\u201d<\/em><\/p>\n \u201cOh yes, the, uh, the Norwegian Blue…What’s, uh…What’s wrong with it?\u201d<\/em><\/p>\n \u201cI’ll tell you what’s wrong with it, my lad. ‘E’s dead, that’s what’s wrong with it!\u201d<\/em><\/p>\n \u201cNo, no, ‘e’s uh,…he’s resting.\u201d<\/em><\/p>\n \u201cLook, matey, I know a dead parrot when I see one, and I’m looking at one right now.\u201d<\/em><\/p>\n \u201cNo no he’s not dead, he’s, he’s restin’! Remarkable bird, the Norwegian Blue, idn’it, ay? Beautiful plumage!<\/em><\/p>\n The debate over whether advertising is dead and PR is set to take over is one I recently presented to delegates at the PR360 summit. Although I disagree that advertising is done \u2013 predictions are that ad spend in the UK will reach \u00a320 billion this year \u2013 I do believe that it has had to adapt to digital, whereas PR has found it to be more of a natural fit.<\/p>\n Kevin Roberts, CEO of Saatchi & Saatchi Worldwide, said at the IoD\u2019s Annual Convention back in 2012 that in today\u2019s crazy world strategy is dead, the big idea is dead and management is also dead. But that doesn\u2019t mean marketing is dead. It just means marketing as we know it is dead.<\/p>\n Traditionally the ad world was obsessed with paid and owned, maximising media opportunities and activity on brand-owned channels. It gave co-creation and influencer outreach short shrift – or anything outside of the sanctity of the brand \u2013 and has thus fallen out of touch with the conversational, interactive nature of digital media that has been significantly influenced by social.<\/p>\n But that doesn\u2019t mean marketing is dead. It just means marketing as we know it is dead.<\/p><\/blockquote>\n That means explicit sales messages seldom work, there’s no one-size-fits-all solution and provenance and the brand’s values have become massively important, making PR a natural fit. Through its reliance on media relations and making connections with journalists, PR has organically recruited skills that met the need of outreach to bloggers, vloggers and influencers, and it owns this area as a result. But ad land is playing catch-up and is catching up fast.<\/p>\n So here\u2019s the big idea.<\/p>\n It would be remiss of PR firms to rest on our laurels and not to learn from the evolution advertising is currently undergoing. We have to take note of what is happening across the pond and learn, else risk seeing the tables turn. PR is winning the race, but advertising is playing catch up. In a digital world, we have to be constantly adapting in order to survive.<\/p>\n","protected":false},"excerpt":{"rendered":" In marketing and PR circles you are constantly hearing prophesies of the demise of one or the other. \u00a0Advertising is […]<\/p>\n","protected":false},"author":4,"featured_media":38444,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[269,277,278,299,301,369],"tags":[],"class_list":["post-96938","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-insight","category-featured","category-pr","category-digital","category-topical","category-visual-content"],"yoast_head":"\n