The role of PR is changing with the advent of digital and mobile, allowing the industry to deepen its service offering and ensuring it’s a more critical part of the marketing mix than ever before. Social media hands power to the consumer – to make purchasing decisions, to decide whether to trust a brand and if it’s worthy of their money. In an era which demands authenticity and transparency, PR is increasingly using storytelling, influencer marketing, digital tactics and traditional PR skills to create true engagement and forge emotional connections with consumers in ways that resonate with them. Clients are becoming far more open to taking a varied approach when it comes to communicating with their audiences, making it an exciting time to be in PR, says Scott Wilson, Europe and Africa president of Burson Cohn & Wolfe (BCW). He adds that the discipline has evolved from where it was just a few years ago, when its primary means of targeting audiences was print media. “PR has always be...

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