B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • AFL
  • Federal Election
  • WPP
  • Thinkerbell
  • Anthony Albanese
  • NRL
  • State of Origin
  • AI
  • Cannes Lions
  • Spotlight on Sponsors
  • B&T Women in Media
  • EssenceMediaCom
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Lines between PR and advertising 'blurring'
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Lines between PR and advertising 'blurring'
Marketing

Lines between PR and advertising 'blurring'

Staff Writers
Published on: 18th September 2013 at 11:11 AM
Staff Writers
Share
2 Min Read
SHARE

Public Relations agencies are being put through their paces with more and more clients asking PR firms to pitch as they increasingly compete with ad agencies for business.

More PR accounts are now open to pitches, according to the latest The PR Report, with PR agencies more often embroiled in the style of pitches that have kept advertising and media agencies on their toes for yonks.

“Companies and organisations increasingly see the value in having agencies pitch for their account/business,” Glen Frost (pictured), publisher of The PR Report, said.

“This is creating a competitive dynamic where large accounts move to other agencies, thus impacting on agency rankings.”

This year the list of top 25 PR agencies by revenue has seen some shifts, with Ogilvy PR losing the top spot to PPR.

Ogilvy PR, which was number one last year, has slid to number two.

“PR is a very competitive industry, and if there is one message from this annual survey, its this; PR is a fast moving sector and rankings in the top 25 can, and do, change rapidly,” Frost added.

A higher rate of pitching is not the only driver of change in the industry, with the services PR agencies offer diversifying beyond ‘traditional’ PR.

Frost believes PR shops are “blurring the lines between ‘advertising’ and ‘PR’, with many moving beyond media relations and crisis management into brand analysis and branded content strategy.

“PR agencies now compete with advertising agencies for the marketing budgets of major brands,” according to Frost who said many PR firms offer a full range of content marketing services including TV and video production.

Note: *Cannings Purple owned 20% by Ogilvy PR. Ogilvy PR owned 51% by WPP, 49% by STW Group

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
Infinite Dial Australia 2025: Half Of Australians Choose To Consume Podcasts Monthly
20/06/2025
$3 Billion NBN Promise Falls Flat For Regional Australia
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?