South Africa, July 27 -- What's happened over the past 12 months isn't the rise of PR. It's the collapse of the walls that once separated every communications discipline.

Advertising, PR, social, influencer marketing, content, partnerships, thought leadership and even product innovation are no longer individual workstreams. They're simply different expressions of the same idea.

Consumers don't wake up wondering whether something was a great PR campaign or a clever media buy. They remember the story. They share the moment. They recommend the brand. Everything else is our industry's internal filing system.

Changed how we think

That shift has fundamentally changed how we think at Retroviral.

For years, agencies have started with channel...