Well, new media and social marketing are the latest something new. Except they're not. New, I mean. Any creative or account or media person worth his or her salt should already be competent - nay - expert - in how to use these "revolutionary" ways to deliver messages.
(Whew - I've used a lot of quotation marks in this so far. Sorry.)
Anyway, the truth is that it takes the same kind of talent to craft a message that works in this brave new world that it did in the brave old one. Good people are adaptable, flexible, inspired, inspiring and excited about finding and using new ways to communicate. If they're not, then they're probably just not that good.
This post outlines exactly why some PR/Marketing companies will advance, while others fail. It is clear that you just don't get social and new media. To you, its just another way to pitch a story or message. It is not static, one way, agency to consumer messaging. It is about the give and take, the conversation between you, the brand and the consumer. New Media is revolutionary, if you use it properly.
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