Just a quick pointer: Keith O'Brien with PRWeek has a good piece today that profiles how various PR shops are fortifying their new media expertise and services.
"Given the likelihood that clients are becoming increasingly interested in the space, agencies from multiple disciplines are competing for digital and social media accounts. PR agency executives say that since they are increasingly included in pitches that also feature pure interactive and advertising shops, the industry, as a whole, needs to evangelize about why PR is the best discipline to handle the social media space."
To some degree, Keith's story pivots and builds off recent ramblings here on RFPs and picking a good social media adviser. This write-up is part of PRW's big '07 Agency Business Report. Enjoy.
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