Does it belong to the PR people … or the Digital Ninjas and Social Strategists? Are there clear lines in the sand that enable both PR types and the digerati to play nice together? If you have any examples, thoughts, case studies – I’d love you to share ‘em.
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Hi Shannon – It is interesting how different communication disciplines are all starting to aggressively pursue digital, but taking slightly different angles on it. PR firms are approaching it from a reputation management perspective. Then you have ad agencies finding increasingly more interesting ways for brands to play & interact in the digital space. Analytical / SEO types such as 6S marketing have also bitten into the pie and tried to figure it out. But personally, I don’t think anyone owns it yet.
Perhaps the best digital campaigns are informed by a wide range of perspectives; each different focus above has value to add / build off the others.
Which leads me to wonder if a new type of agency (a hybrid / permutation / evolution of the above paths converging in the digital space) will rise to dominance. In any case, adaptive, nimble and entrepreneurial, within the context of a strong communications praxis, are probably good traits to have.