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 PhD
Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name. View all posts by Heather Yaxley PhD