The Fall of Advertising & the Rise of PR by Al & Laura Ries

In the bestseller, “The Fall of Advertising & the Rise of PR,” co-author Al Ries says

“War and marketing have many similarities. Military generals who fight today’s war with last war’s weapons are no different than marketing generals who fight today’s marketing war with advertising when they should be using PR. Yesterday it was armor. Today it’s airpower. Yesterday it was advertising. Today it’s PR”