If there is one thing that has surprised us this year, it is that our analysis and features content often outperforms news in terms of web traffic. Who says that long-form journalism is dead? Anyway, below are the top 10 most read longer pieces from our 2012 archive. (As ever, bear in mind that we have removed awards and ranking stories).
What Is A Public Relations Consultancy?
It’s worth pointing out that, as impressive as Paul’s essay is, the majority of its traffic is generated by the search query ‘what is a public relations consultancy?’ Which is just a little bit worrying.
PR Industry Gets To Grips With Data-Driven World
One of the fundamental shifts in the PR industry, which we chronicled in detail at the start of the 2012.
Marc Pritchard: The PR Industry Needs To Come Up With Big Ideas
This lengthy interview with P&G global brand building officer Marc Pritchard helped set the stage for his engrossing Global PR Summit keynote, where he told the PR industry that its time to lead has come.
The Insurrectionist
An in-depth profile of H+K Strategies chairman Jack Martin. Very long. And very good, apparently. Or so I hear; I’m still reading it.
Who Wins From HP’s Global PR Firm Reshuffle?
Probably the most interesting account move of the year, where HP sought to quietly rejig its multi-million dollar agency roster without anyone noticing. And failed.
Can A Change In Leadership Help Porter Novelli Prosper?
I guess we’re still waiting to find out.
Safe And Sound: Inside Mexico’s Fight To Reclaim Its Global Reputation
Any country looking to salvage its global reputation should study the country’s recent PR work closely.
Creativity In PR: What Drives Great Work?
Our landmark study into creativity in PR has sparked plenty of debate. Here, we explored the factors that drive great work.
PR Trends Forecast: What’s Hot In 2012?
Paul’s multi-dimensional 2012 trend forecast. Now would be a good time to see how accurate these predictions were.
Roundtable: When Marketing And Public Relations Collide
Integration? Perhaps ‘collision’ is a better word, as demonstrated by this Cohn & Wolfe roundtable, which featured senior PR, marketing and advertising executives.