Creative PR?

I’ve just come across a blogger called Loic Le Meur who feels that media companies need to adapt in the new world of journalism

Traditional press releases are going to die soon. Journalists get hundreds of them everyday by fax and email( DOOH). This is one of the reasons why we (companies) pay PR agencies to call the journalists and try to get their attention. This is not the way to go.
How many people are still interested in the Official Story? Not that many.

Now this is a radical thought. I adore a challenging idea. I see a time fast approaching where the comms. world will truly have to change, flinging open the door of real creativity, not just paying it notional lip service.

I hope the companies which want to buy pure PR will see through the charlatans and global corporate suits for what they are: lackeys of the likes of WPP and Omnicom, networked and trussed to generate profits for their master.

How can PR continue to develop without freedom? With the spirit sucked out there’s no interest in challenging and refreshing the communication wheel.