By Fleur Brown
From Marketing Magazine Digital Survival Guide – September 2007
The digital revolution has given the Public Relations industry its first real opportunity in decades to re-invent itself – if it moves swiftly – and to shift from content brokers to content creators writes Fleur Brown.
We’re a cheerful bunch in the Public Relations industry; yet it’s not easy to remain poised and persuasive whilst enduring years of mindless prattle about your profession.
By Andrew Downie
VARGINHA, Brazil – Rafael de Paiva was skeptical at first. If he wanted a “fair trade” certification for his coffee crop, the Brazilian farmer would have to adhere to a long list of rules on pesticides, farming techniques, recycling and other matters. He even had to show that his children were enrolled in school.
By Jonah Bloom
For years now, corporate-communications experts have been telling anyone who will listen that a company’s financial performance is tied to what the company stands for beyond the balance sheet. But their theories have fallen on deaf ears, with colleagues in the marketing department preferring a brand-centric focus on price, promotion and product benefits to the business of dealing with awkward issues and their company’s place in the world.
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