PR More Important Now Than Ever?

In her article "Publicity and Social Media: A Match Made in Heaven," Fauzia Burke explains that it is the job of a publicist to "develop a strategy, shape a consistent message, work with the media, and create exposure."

Importantly, according to Burke, "this job has never been more important or multifaceted than right now." She uses five reasons to back up her claim, but I found one of them to be particularly interesting. Here is what she had to say about "timing," her second reason:

Social media has changed the timing of marketing campaigns. Instead of creating a blitz campaign of shock and awe (advertising driven), today we need a sustained campaign of community building and long-term exposure. Publicists are best suited for this kind of work.

Do you agree with Burke that we are seeing a shift away from advertising in favor of PR in today's market? Do you feel that the advent of social media has made PR increasingly relevant today? We'd love to hear your thoughts!

Be sure to read the full article.