Anyone in public relations who is in “digital denial” should listen to Sir Martin Sorrell of WPP who has confirmed that advertisers are rapidly shifting client budgets online. He cites evidence from Group M, the combined media planning and buying operation of WPP, which “puts online spending by brand advertisers at somewhere between £200m and £300m for 2007; it puts spending in 2006 at less than £100m.” Arguably this money would be better spent with genuine public relations activities that sought to build relationships and address concerns of cyber-publics rather than simply using online media to bombard brand messages that are increasingly banned or ignored through advertising in the mainstream media. But if PR isn’t arguing its case for the budget, clearly the advertising agencies are.
Heather Yaxley is passionate about PR - teaching the CIPR qualifications, lecturing part-time at Bournemouth University and running the Motor Industry Public Affairs Association (MIPAA). I'm undertaking a PhD looking at Career Strategies in PR. I love sharing ideas and knowledge - connecting news and views by blogging on public relations and educational developments, especially relating to accelerated and active learning. I'm also a published author, qualified trainer and experienced consultant. View all posts by Heather Yaxley