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POPSNew Media Puts Increasing Pressure on Madison Ave A quick, interesting look at the pending shakeups of agency structure on Madison Ave. Recently commented on a need for change in the structure of traditional PR agencies as well. In the future, as we move more into the social media space, retainers will make more sense than traditional per-hour billing. Working in the space I have noticed how much research and time it takes to craft a campaign that respects the online communities we seek to engage and really working with the functionality of new sites to understand their utility for the client and the community using it. Per-hour billing, as Edelman stated, doesn't leave room for PR practitioners and clients to enter the space in a meaningful, lasting way.
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