“….I am not trying to paint with too broad a brush; I do not mean to suggest that no one in advertising respects or considers a relationship-centric approach. Nor do I mean to imply that PR folks don’t like or “get” advertising. (Nor have I even considered the difficulty of convincing “Old School” clients to adopt the agency’s preferred approaches!)
What I am suggesting to those clients and agencies gravitating to the convergence strategy is that Social Media does make such a strategy more possible than ever before … but it also impels (what feels like) a bizarre and uncomfortable mindset on practitioners accustomed to pure-play execution. Before you start chatting up an integrated approach, it seems to me that you need to prove that the model works within your own four walls. Can the adherents to each discipline put “alignment” above “ego,” and let the chips fall where they may?”
Articolo originale: The bizarre and uncomfortable future of advertising public relations convergence