Polly's Power-PR

Advertising Age reported on August 23 that Edelman, a traditional PR agency, had won out over a digital shop competing to produce a digital campaign for Ben & Jerry's. Says Michael Bush, who authored the article: "Like every other marketing sector, the PR industry took a beating in 2009. But unlike the last major downturn in the PR business, which was brought on by the dot-com bust and 9/11, the industry is experiencing a much quicker rebound this time around — and a good part of the credit might (go) to social media. With marketers looking for both social-media and digital guidance, PR has seen increased and broader assignments from current clients, closer relationships with CMOs and a much bigger pipeline of new-business pitches." Who says old PR Pros  can't learn new tricks?