118718 Resource 81698 49412 49412 1142472469516 1142472469516 Controlled Online PR is creeping into traditional PR agencies

It's time to make the leap to PR 2.0

<p><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><font size="2">"<font face="verdana,arial,helvetica,sans-serif">There is a struggle to have traditional media and digital and content and public relations all brought under one roof under the agency side."</font></font></span> <span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><font face="verdana,arial,helvetica,sans-serif" size="2">Alan Rutherford, Unilever's global media director.</font></span></span></p><p><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><font face="verdana,arial,helvetica,sans-serif" size="2">Unilever's TV ad budget is down to 65 percent, a 20 percent drop in a decade. Unilever won't create in-house agencies, said Rutherford, but is trying to spark change in its outside agencies.</font></span></span></span></p><p><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><font face="Verdana" size="2">The sea-change is definitely upon advertising and PR agencies.  Starting from scratch and training in-house talent is going to take too long to get up to speed.</font></span></span></span></p><p><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><font face="Verdana" size="2">Joint ventures/partnerships with agencies who specialize in online PR makes much more sense. </font></span></span></span><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><font face="Verdana" size="2">We have had four approaches from traditional media and PR agencies recently.</font></span></span></span></p><p><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><font face="Verdana" size="2"></font></span></span></span></p><p><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><span style="FONT-SIZE: 12pt; COLOR: black; FONT-FAMILY: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><font face="Verdana" size="2"></font></span></span></span></p> 10 application/xml false digital PR Internet PR online PR PR PR 2.0 Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1) 64.30.211.29 64.30.211.29 sally false true false false true 177676 false false true false false false true 81698 blog blogsite/Falkow/web