‘Rules of media, marketing and PR are being rewritten’, says Red Agency’s Predictions 2017 report

January 24, 2017 9:18

Businesses, brands and PR agencies will face a new set of challenges in 2017 as the rules of media, marketing and corporate reputation continue to evolve, according to Red Agency’s latest Predictions Report.

“The rules of media, marketing and corporate reputation are being rewritten, consumer behaviour and technology are evolving in step, and our space is moving faster than ever. Digital-driven disruption is changing the marketing, media and PR playbook for everything from customer experience and publishing to the meaning of truth,” the report claims.

The document, created by the PR agency, outlines the need for brands to more closely integrate their marketing and PR functions in order to stay ahead of product disruption.

The report predicts digital will be the main source of PR campaign coverage, accounting for 90%, with traditional media covering the other highly important 10%.

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Abigail Dawson

Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.