December 4, 2007
(image: Andy Plesser shooting footage for The New York Times corporate site)
I’ve been talking to people in the industry about the fight for marketing dollars recently between interactive agencies, PR firms, and other consultants. Where PR people succeed and fail–and this was the main theme of the Critical Issues Forum–is in their ability to tell compelling stories. My theory is the overall nut of marketing dollars will remain the same, while PR firms fight to keep what they have, or learn new methods and take a bigger chunk. Creating new media, specifically producing video for the web is going to be the nut the industry fights for.