The Public Relations Strategist

RIP Mass Media: Why Ad Guru Bob Garfield Thinks PR Will Survive

Publication Date: 2009, Fall

Source: SO02 Public Relations Strategist
Product Code: 6K-040910
Organization/Author/Firm: Kyra Auffermann
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Longtime advertising guru Bob Garfield has promising news for PR practitioners. The Advertising Age columnist and NPR radio host has made his career analyzing — and often mocking — mass marketing and the media.
However, in his columns and his recently released book, “The Chaos Scenario,” Garfield explains that society is transitioning to a new digital era where the concerns of consumers are paramount. This places PR professionals in a unique position to adapt to the individual demands of a fragmented market and survive in this new communications landscape.
Garfield was a General Session speaker at the 2009 PRSA International Conference in San Diego on Nov. 10. Here, he discusses monitoring reputation online, aggregating relationships and why Comcast must die.