Comments on: ‘Dangerous Ideas’ About the Future of PR? http://www.ideadrivenmarketing.com/dangerous-ideas-about-the-future-of-pr/ By <a href="http://www.thunderfactory.com/thunder-factory/thunder-factory-team.html">Patrick Di Chiro</a>, Founder and CEO of <a href="http://www.thunderfactory.com/">THUNDER FACTORY</a>, a San Francisco based integrated marketing firm with other offices in New York, Los Angeles, and Houston Fri, 12 Mar 2010 19:49:27 +0000 http://wordpress.org/?v=2.7 hourly 1 By: Patrick Di Chiro http://www.ideadrivenmarketing.com/dangerous-ideas-about-the-future-of-pr/comment-page-1/#comment-436 Patrick Di Chiro Sat, 25 Oct 2008 23:03:00 +0000 http://www.ideadrivenmarketing.com/?p=72#comment-436 Danny, thanks for your great thoughts. I really agree with you. I still have plenty of friends at larger PR firms, and I just cannot fathom how those agencies are continuing to make it. I think the flush times (totally built on a house of credit driven cards) of the past few years has masked a lot of the historical, strategic and structural problems of those big agencies (PR, advertising, etc.). But, now with the economic crisis gripping the land, those problems are going to wreak havoc on the industry. The dinosaurs could not adapt, and you know what happened to them! PDC Danny, thanks for your great thoughts. I really agree with you. I still have plenty of friends at larger PR firms, and I just cannot fathom how those agencies are continuing to make it. I think the flush times (totally built on a house of credit driven cards) of the past few years has masked a lot of the historical, strategic and structural problems of those big agencies (PR, advertising, etc.). But, now with the economic crisis gripping the land, those problems are going to wreak havoc on the industry.

The dinosaurs could not adapt, and you know what happened to them!

PDC

]]> By: Danny Brown http://www.ideadrivenmarketing.com/dangerous-ideas-about-the-future-of-pr/comment-page-1/#comment-435 Danny Brown Sat, 25 Oct 2008 22:55:12 +0000 http://www.ideadrivenmarketing.com/?p=72#comment-435 Valid points, and ones that I've been saying for a while now. Like many industries, PR agencies (the large ones) will continue to struggle against the smaller boutique ones for a simple reason - adaptability. Boutique agencies generally treat each and every client as their only one, so relationship is everything. This isn't always true of larger ones, where junior executives are handed accounts that may see them out of their depth. Additionally, due to the nature of boutique agencies, they're more likely to be the ones that adapt and embrace emerging technologies and tools, while the older, established PR companies continue on their pre-historic path to extinction. The next 12-18 months will see many agencies either adapt or close, sadly. Hopefully it's the former. Valid points, and ones that I’ve been saying for a while now.

Like many industries, PR agencies (the large ones) will continue to struggle against the smaller boutique ones for a simple reason - adaptability.

Boutique agencies generally treat each and every client as their only one, so relationship is everything. This isn’t always true of larger ones, where junior executives are handed accounts that may see them out of their depth.

Additionally, due to the nature of boutique agencies, they’re more likely to be the ones that adapt and embrace emerging technologies and tools, while the older, established PR companies continue on their pre-historic path to extinction.

The next 12-18 months will see many agencies either adapt or close, sadly. Hopefully it’s the former.

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