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Edelman: PR and advertising turning toward ‘peer-to-peer’ interactions

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The PR and advertising worlds are merging, and the result will be “peer-to-peer influence.” That’s the biggest among several takeaways from a recent Forbes piece where advertising and PR leaders were asked the same three questions about the future of their disciplines.

Edelman CEO Richard Edelman gave the PR perspective, and said that PR and advertising will rely as much on instinct as it will on data in the next six years.
I don’t think PR will ever rely more on data than on instinct. That is true for advertising too. The Old Spice guy was instinct, not data. The advertising holding companies are to a degree going gaga over data.

Further, he sees social becoming even more pervasive:
We are seeing a “pro-social” revolution. People trust each other, peer-to-peer. They want what is good for their communities, and the community at large. This leads to an emphasis on values over just value. Companies have started to internalize this and communicate it.

What do you think? How will PR and advertising merge by 2020?

Source:prdaily.com

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