Today in No, We’re Not Tired of This Debate Yet news: Phil Johnson, CEO of PJA Advertising, wrote a story for AdWeek arguing that the whole “moving into creative” trend means that “savvy PR firms” can and should steal social media and native advertising opportunities away from their competitors in the ad and marketing fields — and that those other guys will need to imitate the PR model in order to keep up.

Johnson writes that “forward-thinking public-relations firms have been more adept than advertising agencies at grasping the strategic implications of content marketing”. In making this point he cites recent moves by Edelman and Weber Shandwick as well as Digital Influence Group, “a full-service digital marketing agency with social media at the core”, and Shift Communications, which has been bullish on social for some time.

He also thinks that PR firms have an inherent advantage because native advertising “is conceptually the same as placing press releases that look like independent journalism.” Hmm…

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