There was a time, of course, when unscripted marketing materials were the exception, if for no other reason than the tools to make them were expensive. But now that people can do this stuff on their own, official press releases (and highly polished materials) end up having to compete with amateur productions. What that means for agencies is that they don’t have a monopoly on their messaging anymore. Eventually this will have to translate into efforts that help channel a pluralistic message over efforts to control the message entirely (or worse, simply ignore it).
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