My friend David Bradfield is joining the New York office of Fleishman-Hillard to set up a new interactive, digital and social media group. Here is a recent comment from his blog:
"From my perspective, every PR agency that offers "full service" should be learning about this space and embracing new opportunities to reach the niches. Social media, or whatever you want to call it, is an integral element of the future of PR. It's a neccessity.
PR and communication professionals have specialized for decades in generating coverage in "uncontrollable" media and other venues through relationships with influencers such as journalists, analysts and opinion leaders. It takes a true professional to understand what will add value and create a unique angle or perspective that makes an organization/product/service contextually relevant, timely and reliable.
In the new communication climate, understanding who's who online, what they write/talk about and providing information that is useful and adds depth or variety to their perspectice is key to successful public relations."
Congradulations David!