"A Strategic Pacesetter"

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.