PR, marketing and advertising have been changing for years—propelled to new heights by the rise of the Internet, mobile devices and social platforms. Traditional outreach has fallen flat for years and trends are in favor of online, digital and visual means of connection.
In response, marketers have evolved (and improved) their tactics, toolbox and methodology to stay relevant and successful in their practice. They have mastered new skills and updated internal structures to support evolutions along the way, but even greater changes are yet to come.
As such, we are in need of a new playbook to help us remain relevant, and continue to engage with our increasingly tech-savvy and always available audiences.