Public Relations & Social Marketing Insight

Kelly Walsh and James Warren, chief strategy officer and head of digital at MSLGroup, set the tone in their keynote presentation, which argued that marketing comms and PR are pretty much the same thing these days.

Warren said: "If one analyses what a brand or organisation needs to excel at to deliver marketing success in a digital age, the result is a long list of PR outputs. In the new communications agenda, everything is PR.

"But they warned that PR is woefully behind competitive industries when it comes to adopting technology and innovation, adding: "The creative and media agencies have invested vast sums of money and effort towards meeting the challenge of change, head-on, and PR agencies haven’t."...