Tom Beckman is ECD and senior partner at Prime. He is president of the PR jury at the Dubai Lynx
“In the past decade PR has become more public. Our discipline has grown in importance, fuelled by the age of transparency. Never before has relations had more of an impact on business and on society as a whole. And complexity has gone through the roof.
In these times we must acknowledge the importance of publicity, also known as earned media, as well as of all other tools and competences that constitute the PR discipline. Because just earning media doesn’t necessarily mean that you’re doing the right thing, or thinking long-term for that matter. The time has come for the marketing indust
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