Graphic designer, marketing director, photographer, advertising specialist, media buyer, public relations officer, publisher, SEO/PPC executive, social media guru…I mean, what DOES the term “communications” exclude?  

It’s a wrap-up of many specialised terms and performances that’s expanding at a rapid pace.  Although all these functions and different strategies should all link and work together towards a parallel business goal, I doubt that a company can still expect successful performances on all of the above from one master Jack.

The same principle can be used for the PR segment.  Can one agency master numerous industries?  Can any given client just be added to the current bouquet of various clients?

Honourable and successful PR sprout mainly from an in-depth understanding of specific industry related publications and their audiences.  It stays rooted through personal relationships with the media - by knowing the preferences of individual journalists and their beats (again within ONE industry).   How is it possible to stay on top of the latest trends, happenings and staff moves if you’re not actively monitoring and maintaining it?

There definitely is power…and results in specialisation.  Similar to the medical industry that has different focus areas of knowledge (gynaecology, oncology, paediatric, neurology) to achieve one common goal – human health, a PR agency gain credibility, knowledge and probably most important, familiarity through specialisation.

Just like I wouldn’t go to a SEO specialist to publish articles on relevant news outlets or ask a photographer to formulate a marketing strategy, I wouldn’t be confident that a PR agency focusing on food and wine will grip my technology PR.   Well, I think you get my point.

 Specialisation means gaining and channelling knowledge in one or two industries to secure maximised time, results, publicity and reputation.  Now isn’t that the mastering of PR?