The Future of PR?
Posted by: Alex Erasmus
Disclaimer: I have a tendency to make broad and sweeping statements.
This is the future of PR, via Brian Morrissey of AdWeek.
Creative, digital agencies generate some great ideas and build some awesome websites. But do they have the knowledge (or even the inclination) to communicate with influencers, both online and offline?
The way things are moving in the US would indicate that a combination of PR, strategy, creative and delivery/technical nous is the ‘dream ticket’.
As different media entities, we deal with different people within the organisation. Ad agencies could be dealing with marketing directors, digital shops could be dealing with brand managers and PR agencies could be dealing with communications managers. To achieve real synergy, and the best results, surely we need a different approach? It’s all well and good creating a nifty video or website, but if you don’t know where to put it and how to use it most effectively, then there’s no point.
I would suggest that this article hits it right on the money with the assertion that clients need “media specialists who can drive traffic to client projects, rather than wait for the magic to happen.” This, for me, is the future of PR as the media landscape continues to evolve over the next 5-10 years.
Communications is the essence of why PR exists after all.
![submit to delicious]](http://www.bulletpoints.co.nz/wp-content/themes/bulletpr/images/delicious2.png)
I think it would be interesting if you expanded on what you mean by “media specialists who can drive traffic to client projects, rather than wait for magic to happen”.
How exactly would you drive traffic? Surely it is a case of producing good content that is worthy of buzz and goes viral.
In saying ‘drive traffic’ I think you give to much control over to ’specialists’ ability to manipulate the audience. What do you think?
I think you are bang on that the future of PR is changing and we (practitioners) are influencing its definition.
I forgot to post a link to our blog: http://www.ideasshop.co.nz/blog
It’s great to have some food for thought and your blog has got me thinking!
Thanks Alicia. It’s all about getting the creative juices flowing. Love your blog by the way!
Great insights.
The challenge is establishing that inter-agency synergy, to the benefit of the client. At the moment there tends to be a bit of stepping on toes, as different agencies compete for their respective role in a project.
PR firms are well placed to take the lead in co-ordinating the kinds of modern campaigns that require input from a range of disciplines - creative, comms, web & social media.
It requires flexibility and a blurring of the lines between roles, but it can offer PR people more creative input into campaigns. So I’m all for it..
Alicia - perhaps I should have been more specific, but I didn’t want to write too long a post! By ‘media specialists’ I mean PR people with knowledge of digital engagement. By digital engagement, I mean knowledge of the most popular blogs for that specific sector who you can see content to and improve the chances of content ‘going viral’ (for example).
Nick - thanks for your comment. You’re right that there is a bit of a state of flux at the moment with everyone jostling for position. Hopefully PR agencies can act as the creative intermediaries needed.
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