In case you missed it, last week we posted a series of stories on the new transition toward a PR business model with a far heavier focus on digital branding and content creation services.

First Weber Shandwick EVP Jason Wellcome discussed the firm’s decision to formally create and publicize a new digital content unit called Mediaco after nearly a decade of providing more explicitly content-focused services for clients. Then Edelman PR content strategist Steve Rubel told us about his firm’s plan to address clients’ changing demands by simply doing more of what they’ve been doing for years — integrating new creatives into the larger Edelman team rather than launching and promoting a new entity.

Their observations seemed to support our conclusion that the classic “Is it PR, marketing or advertising?” debate would only grow more intense in the months and years to come. We found this all quite fascinating, but some people who’ve worked in the industry longer than we have let us know that these revelations were not really news at all with a collective “meh.”

A new study completed by Second Wind, provider of resources across the interlocking communications disciplines, tells us that they are (of course) correct.

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