There's little disagreement that PR and, indeed, communications and marketing as a whole are in transition.
Organizations and brands are actively seeking alternative avenues from traditional paid media and broadcasting options to connect with consumers and buyers in more personal ways. This has triggered the emergence of a myriad of social media channels - blogs, podcasts, videocasts, and mobile marketing, to name
but a few.
The move from traditional marketing techniques to these new media approaches are sparking advertising agencies, interactive shops, direct ...