The Future Of PR (and arguably all agencies aiming for a more connected future) - When Agencies Represent Communities Not Brands

An interesting post from Silicon Valley-based Forrester analyst Jeremiah Owyang (who's definitely worth following on Twitter - @jowyang).

"We continue to see that communities will continue to gain more and more power as they lean on each other to make decisions, support each other, and share their lifestyle.

What happens to agencies that traditionally serve brands?Seem far fetched? Not really. We’re already starting to see bits of this: I’ve seen user innovation in car forums, Facebook groups, and networks of mommy bloggers. Or take for example UserVoice , GetSatisfaction or Ideastorms that allow communities to define what features they want with products..."

"...existing agencies that represent brands will adopt the right skills and relationships, and will retain their relationship with brands." 

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