Kim Benjamin
May 28, 2018

How comms professionals can break out of the 'PR sandbox'

Industry professionals are seeing a mismatch between what PR does and what people think of it. Does the communications world need a new business model — or simply to re-market itself?

What does today's PR landscape look like A 2018 state of the industry report into the communications and corporate affairs world in Asia by Prospect revealed that a key trend in agencies is to move towards creative, design, planning, data and analytics, and away from PR and traditional communications. 

There appears to be a mismatch, however, between this shift and clients' perceptions of what PR agencies actually still do. While they want to be...

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