Real stories instead of cat pictures

Thorsten Hebes

Thorsten Hebes

Managing Director Serviceplan Public Relations & Content


The mega trend of 2018 is quality of content. Cat picture content continues to have its raison d’être, but its relevance is declining. Due to its educational core virtues, PR as a multi-channel discipline plays a much more important role in the communications industry than pure campaign-driven marketing.

The distinction between classic PR, editorial digital content, paid content and marketing is increasingly becoming blurred. I see the demand for integration of the communication disciplines as the central challenge for the industry. And Public Relations, the management of relationships, has great new opportunities. Or, to borrow the words of a colleague in the industry: “The great era of PR is just beginning”.

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