By Greg Hazley

Weber Shandwick Asia Pacific chair Tim Sutton appeared on Phillippines television ahead of the 17th PR Congress in Manila Sept. 23-24 and delivered a robust analysis of PR's embrace of digital, crisis management and the roots of the profession.

"Everyone who is concerned with public relations, whether it's in an agency like mine or many of our clients, really can't divorce what is happening digitally," he said when asked whether agencies outsource social media work to experts or handle it in-house. "You have to learn it."

Sutton said one key reason that digital shouldn't necessarily be a specialty among certain PR pros at an agency is because there is no clear divide between traditional and online media.

He also draws back to the Bible and Koran to chart PR's roots, touches on crisis management, and presents a comprehensive overview of the profession in the 10-minute clip: