BuzzMetrics has an interesting column newsletter on Why PR Should Own Word of Mouth Marketing
PR and word of mouth is a way interesting topic. As a practitioner, I’m much more interested in PR than advertising. That’s because advertising follows the old broadcast model whereas PR is (supposed to be) about building relationships.
Jonathan Carson’s comments about the search for ROI is spot on.
One thing is certain: PR’s leadership in the word-of-mouth discipline
will be dependent upon a fundamental shift in thinking and approach.