More great insight about the value and evolution of public
relations… The idea of “creating a larger dialogue” as is suggested in the
article referenced below is one of the biggest oversights that companies make
when it comes to the integration of their marketing and PR strategy. Putting the PR function in a silo, restricted
to mindless distribution of press releases or generation of byline articles or
whitepapers about the same tired topics outside of any strategic context is simple a waste of time.
With the emergence of interactive online channels, PR is no
longer confined to sharing boring, brand-inflating babble with the media (which
reporters want little to do with, by the way).
We can share engaging, meaningful stories and information directly with
the target publics.
Here are a couple of my favorite highlights from a brilliant
article by Stuart Feil, in ADWEEK. The
full article also includes some pretty impressive case study examples of the
possibilities that PR has to offer when given the opportunity.
“From spotting trends
to crafting messages that will resonate in the community to being able to react
quickly to shifting market attitudes, PR agencies have long been able to
develop the ideas that get press coverage.
And as social media has amplified what consumers and influencers say
about companies and brands, PR’s expertise in reputation management has become
more crucial.”
“By planting a seed
for a larger dialogue—something beyond products and services—these campaigns
often look to activate and engage
consumers to take action and change the way they approach an issue or
brand.”
Tell me how many companies you know that think of PR as “driving creative engagement”. It's time for 2013 strategic planning. Invite the PR department to the table.
