The PR Guru

April 30, 2012


Filed under: Uncategorized — richardswancott @ 6:37 pm
Tags: ,

I spotted an article in industry mag AdAge earlier on how more PR companies are turning to media buying – basically using their contacts to secure good advertising deals for their clients – to earn a crust, and it struck a chord with me. It also reminded me of a blog I posted a few weeks ago, on the future of PR.

The PR industry is going to look very different in a few years, as the more traditional methods of raising a client’s profile (i.e. newspapers and magazines) are going to be increasingly thin on the ground. In my opinion though, we can still use our contacts and abilities if we focus on the strength of the story.

That’s why a move into media buying, which is what some PR companies in the US are doing, grates with me slightly. They are crossing over to the dark side and jumping into bed with the advertising departments, which creates a conflict – they are not concentrating on the strength of the story, but on the strength of their dollars.

For me, that takes away the whole reason for doing PR in the first place – to create an interesting story and establish credibility for our clients.

We are diversifying too, but in different ways. We are branching into new media, and offering podcasts, videocasts and live webinars to our clients, promoting them as industry experts and putting the story at the heart of the campaign – because if we don’t have an interesting story, no-one will listen!

And we are building on our market research, SEO and social media offerings, focussing on engagement, driving traffic to our clients’ websites, and protecting their reputations.

This is the way forward for PR. Let’s not start sleeping with the enemy.


1 Comment »

  1. Interesting take on the topic. Great post.

    Comment by abovepromotions — April 30, 2012 @ 7:31 pm | Reply

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