Is PR the Original Branded Content?

We are sharing an interesting article from PR Week, inspired by the panel discussion held on Advertising Week Europe where it became clear that the lessons for brands and agencies are ones that we in the PR profession have been learning for years. PR is the original branded content; it’s about a brand genuinely creating something that is interesting, useful or entertaining: http://www.prweek.com/article/1339910/pr-original-branded-content