When did PR firms become digital marketing firms?

The other day I was hanging out with a friend of mine who oversees all video production for a large public relations firm. He was telling me about new project that involved creating dozens of videos and photos and weaving them together into a mosaic on a microsite. It all sounded pretty cool and not unlike ideas I have pitched to my clients before. So I asked him “Who’s building the site for you guys?” and he replied “We are. We build everything in-house for our clients.”

And that’s when it dawned on me. The line between what his PR firm and my digital marketing agency are doing is blurring. In fact it’s getting so blurry you can only see trace remnants of it.

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