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While digital PR has been growing for a long time, the past couple of years have seen an acceleration

There’s a fierce battle raging for control of your social media strategy. This was highlighted perfectly by conversations I had at a recent nma Social event. Discussing the changes in the industry generated by social media, the head of a PR agency spent an impassioned few minutes explaining why a PR agency was better qualified than a traditional or digital ad agency to develop and manage a brand’s social media strategy. Later I heard the exact opposite argument from the head of a digital ad agency. Both sides claimed the very nature of social media makes it uniquely suited to their respective disciplines.

Social media is of increasing importance to any brand. The pages of new media age pay testament to this each week. The excitement around the medium, its youth and the dearth of good case studies have led to client confusion and accompanying bandwagon jumping by agencies of all types, alongside the rash of self-proclaimed experts.

Agencies are taking this increasingly seriously, with Havas setting up a group-wide social media division in response to client demand.

The stakes are high, which makes the PR industry’s bid for ownership all the more interesting. While digital PR has been growing for a long time, the past couple of years have seen an acceleration in the sector, driven hard by the explosion of social media, with both new, specialist agencies and the adoption of digital, whether by acquisition or organic growth, by traditional PR agencies.

The growth of digital PR was why we launched new media age sister title Reputation Online and why this summer we’ll be publishing the first agency rankings table dedicated to digital PR. The Reputation Online Top 100 PR Agencies 2011 guide will open for entries next month.

The guide will aim to help you make sense of this rapidly growing sector, acting as a companion to the 11-year-old nma Top 100 Interactive Agencies guide, and find the best partners for your digital marketing strategy.


Published 27 January, 2011 by NMA Staff

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