In an interview with the Holmes Report at the Cannes Lions, Mondelez global media and consumer engagement VP Bonin Bough breaks down the critical challenges facing the PR industry, amid specific competition from digital agencies. Bough, who spent several years in the PR world, believes that PR firms must build strong relationships with the paid media side of client organizations, as the influence of their traditional communications clients wanes.

Bough also thinks that PR agencies must get better at educating senior marketers about how the discipline’s core qualities — editorial credibility and realtime relevance — are critical to brand building. With that in mind, he adds, PR firms must start “stealing talent” from digital and advertising agencies. If not, he warns, the industry risks relegation to a tactical role.