PR companies left behind in new media age?

Some PR companies have been accused of failing to adapt quickly enough to the new media landscape.

In an interesting article on www.revolutionmagazine.com the head of one of the world's largest marketing communications firms has suggested that many of those at the top of public relations agencies are too old, resistant to change and lack understanding of digital media consumption.

The problem facing many PR companies is that their failure to move with the times is likely to be exacerbated by the fact that consumer brands are expected to boost their online marketing spend significantly over the next five years.

Could it be that some of those working in PR companies, many of whom were formerly 'hard copy' journalists, have not been able to deal with the rapid changes in the media sector in a similar fashion to the way some mainstream newspapers have failed to grasp the nettle and are in danger of becoming irrelevant?

For advice on new media public relations and marketing communications contact The Inside Line by clicking here.