Wednesday, January 21, 2009

Separation at birth

I attended a talk recently, organized by the Institute of Public Relations in Singapore, where Upstream Asia CEO David Ketchum was speaking on trends in the digital PR space. An interesting observation he made was that we might see digital divisions of PR agencies, set up as a separate division, shutting down.

Is keeping digital separated from other operations, not only in the PR industry but in advertising as well, the way to go? Or does this split put a stranglehold on ultimately the growth and success of your entire business?

It’s clear that the future is digital, and perhaps siphoning digital away like a petulant child, away from the other children, instead of fully embracing it will actually be harmful. But as no one seems to have come up with the perfect digital model as yet, where all divisions, strategies and disciplines are truly integrated and play nice together, who knows.

Should digital be your first thought/cab off the rank when trying to solve a marketing problem? Or is it crucial that digital be used in partnership with other mediums?

Send us your thoughts.

No comments: