"The heart of this shift stems from the fact that, in the words of president and CEO Richard Edelman, “PR needs to have a better self-image” and avoid “[assuming] that the job is to advance advertising’s creative work”. In order to facilitate that change, the firm plans to begin “[hiring] more people out of advertising” and cooperating more closely with creative departments on new digital/multimedia content campaigns."

Edelman’s New ‘Creative’ Position Marks Shift Toward a More Assertive PR - PRNewser

Amen.

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