"Content marketing" is the buzz phrase of the moment - and it has been for the past 18 months.
The nature of how brands communicate with consumers has changed as their ability to publish content through their own channels has increased, and there is the argument that traditional media is becoming irrelevant.
So this all begs the questions: is the PR industry facing the threat of extinction? If brands act as publishers, are PR professionals still required or will they slowly turn into content marketers?
Led by Jon Bernstein, FutureComms15 panelists Adam Cranfield, Robert Rose, Sarah Pinch and Francis Thomas discuss...