How and why PR is leading the marketing charge

Once an afterthought in that realm, public relations has become a dominant force. Three industry experts weigh in on the reasons for and ramifications of this metamorphosis.

Public relations has long played a part in the marketing jumble, but experts say the industry is steadily commanding a leading role.

As consumers have become increasingly curious, and as clients have developed more of an interest in multichannel marketing, PR has asserted its dominance.

In the eyes of Gini Dietrich, CEO of integrated marketing and communications firm Arment Dietrich, PR earned its star status long before 2016.

“PR has not been an add-on,” she says. “If we’ve not been at center stage for the past six or seven years, we certainly have been a star performer.”

Here’s how Dietrich sees PR’s influence at work:

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