In an integrated world, PR must trade on its ‘secret sauce’: storytelling (PR Week)

All marketing is meeting in the middle: PR agencies are increasingly focusing on paid tactics; digital and media agencies are looking at earned media; and every man and his dog is peddling owned content.

In a world where we’re all doing the same thing, one has to ask: what’s the point of a PR agency?

The core skills of marketing these days are content production and distribution. That content may be a press release, a video creative, a physical stunt or an event.

The distribution may be through media relations, influencers, paid media placement, owned digital tactics or experiential.