The other day the boss and I were talking numbers, specifically, the ongoing rise in online spending across WPP companies. While it wasn't possible to identify what portion of that spend was on digitally-related PR versus online advertising (granted, I haven't really tried, though I'm sure there is some spreadsheet in the vaults of the mother company that provides that data), the hamsters were certainly churning over how to translate this trend into more revenue for H&K Canada.
Pontiac's decision to move it's entire marketing budget for its G5 online shows that the potential is certainly there. The question, however, is how to integrate digital PR into the marketing mix. Without doubt, the lines between PR and advertising are much greyer online. At the same time, I've already fought (and lost) a number of battles with ad agencies to retain ownership of digital projects that also have PR elements included. Why is this? Is it because PR agencies themselves haven't truly defined what digital PR is (apologies for the poor grammar)? Should we even be trying to define it lest we once again find ourselves confined to that similar niche we typically find ourselves in the traditional PR role ie. PR = "media relations" (albeit social media vs mainstream media)?
My firm belief is that PR must always be working hard to demonstrate it's value in the online world. And while this typically is less so when it comes to more corporate, public affairs, reputation and internal communications issues, when it comes to consumer and B2B marketing I am convinced we have to become even more creative and innovative in defining our niche and our value. Because I do believe that there is value in engaging PR firms that have a strong understanding of online behaviours and the various channels and tools used to reach and engage these audiences. The question is how?
My thoughts:
- Don't think just PR. Think holistically, across all disciplines and feed in ideas even if they're executed by others. Big picture thinkers will always be asked back to the table.
- Bring to bear your understanding of non-traditional marketing channels, and their increasing importance - employees, suppliers, and other champions - on reaching out to and influencing consumers/buyers.
- Look beyond the short-term marketing hit and build on the importance (and value) of building long-term relationships and (dare I use the word) conversations with influencers and consumers themselves.