VIDEO: Edelman’s Steve Rubel on digital trends and challenges for marketers
In a recent interview with Media Asia, Steve Rubel, SVP, and director of insights at Edelman Digital, discussed the impact tbat the growth of online media has had on PR agencies. Rubel explains how many of them are having to lead the way in coordinating a variety of marketing initiatives among different agencies and across an increased number of marketing platforms.
“In an exclusive interview given to Media, Rubel who recently visited Singapore, said: ‘I do think having all the right agencies around the table is important. We are not the ones to say that ad agencies are not going to be important, we are not the ones to say interactive agencies won’t be important but someone has got to be the ringleader and we are increasingly finding that PR agencies are best suited for that.’
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‘We can now do things that are unmediated and that’s tremendous. [Digital] is more content driven which PR professionals know quite well – to create content, shape content and how to tell stories. At the same time it is more out of control. That’s something we have always dealt with. We know how to deal with the uncontrolled spaces.’
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‘There is paid, earned, owned and social. You can lump social with some others but I think there are four spheres including social media. [Marketers] have to look at these together. They can’t think of these as silos. The problem is some of it is managed in silos. So you have to think how your paid media can drive attention to your social media and you have to think how social and earned interact back and forth. What’s the play there? How does your earned media drive social awareness? I think the secret in integrating those four together is that they are timed to integrate in a powerful way.’
For more insight from Steve Rubel on the development of online marketing, see the interview video HERE.




