After the 2013 economic collapse, the companies soon realized that marketing is multi-channel, and that the digital and experiential spaces lend themselves to magnification by PR. Starting from the creative idea till forming a brand image in the stakeholder’s mind, PR does it all for a firm. Advertising might be the warrior, but PR is the warrior’s soul. PR has always been a weapon to battle bigger-spending rivals. We all need to admit that all agencies would get along, but it's a little bit of a turf war, and it would be romantic to say otherwise. Emergence of skippable, blockable, opt-out-able advertising, not to mention ever-more integrated campaigns, means PR can suddenly demand more than a supporting role—and maybe even take center stage. Almost every company is putting its PR hat on to have an edge over others. Apart from being advertising or a PR agency, companies are now working towards being a new marketing communications agency. Though many agencies are adding new capabilities to try to create one-stop shops, but the smarter ones are sticking to what they know the best. When propaganda emerged mainly with Nazi period, it could not leave the negative image attached with it and then the organized propaganda minus this image attached, took form of Public Relations. These days, in almost all spheres of the world, especially cities and metropolitans like Delhi/NCR, the role of PR have been accepted widely and PR agencies are working in deep integration with the companies, policies, marketing decisions and the like. The author of this opinion article is Ms. Guncha Dhir at PR Professionals
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