Jack of all trades…master of PR?
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?
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I like the analogy of doctor specialisations! Nevermind “communications”, the term PR - literally public relations - is SO broad. And different agencies offer completely different services. You have some who do “schmooze” PR, wining, dining and schmoozing journalists to get what they want, and others who hunt for newsy stories and spend most of the time interviewing people and writing stories - much like a journalist actually. The two types of PR people couldn’t be more different but they all get lumped into the same pot. And let’s face it - both approaches do work!
March 25th, 2009 at 6:40 pm -
Another challenge for PR is the plethora of off-line and online channels to initiate and maintain brand conversations. Tech savvy PR firms have to develop specialist in-house skills that engage with traditional media as well as the offerings of newer digital media channels for communications - such as SMS messaging (beyond the line feedback loops that, for example, drive users to mobile content) and social media (largely peer-to-peer interactions driving user generated content). So, if the medium is the message, as McLuhan and Fiore prophetically envisioned communications in their book published two years before Apranet was born, then brands need to find a PR siren that offers a holistic message in extending their communications reach.
March 26th, 2009 at 10:52 am -
Great post Elanza - I think you’ve hit the nail on the head. In today’s world when information is so accessible we all have the opportunity to become experts in almost anything at the drop of a hat.
This means, our points of differentiation is not so much what we know but rather what we don’t… diversification within a specialised field is critical… companies just can’t afford to invest in a specialist when the world is changing as fast as it is.
Have a watch of : http://www.youtube.com/watch?v=jpEnFwiqdx8
Cheers,
Tim
April 3rd, 2009 at 4:32 pm
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