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Future of digital in the PR world

I'm finding it increasingly interesting how more and more people within PR are starting to look at the future of digital. What's interesting is that we are looking at what is the best way to structure digital practice within a digital agency, how to increase digital knowledge amongst all PR professionals.  The same question was posed on LinkedIn, and now I've picked up a few blog posts.

One that is worth a read, is Sally Falkow's blog post titled, UK PR companies missing out on digital opportunities..."According to a survey of Britain's 100 leading press and public relations agencies, 79% of the industry's major players have yet to develop a set of online and social media services. Perhaps not surprisingly, over half of the agencies that do offer online PR are based in London".

The difficulty we're finding is that not all PR professionals see the true value of digital for clients and the impact it has on deliverable results. Additionally, the client does not always understand or have the backup to support these initiatives.  I think the days of PR vs Marketing or PR vs Advertising are coming to a head as we cannot keep talking about digital PR vs online marketing...they are synonymous and should be looked at with an integrated view point by all parties.

Any suggestions or insights would be much appreciated, from both evangelists and cynics! 


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Published 01 September 2008 15:03 by Gaylene Ravenscroft

Comments

  • Dan Leach said:

    Gaylene, I agree with you. However I do think that we should bear in mind how immature the digital PR market is.

    The biggest barrier to digital PR adoption in my opinion is measurement. What's more valuable - 200 people Twittering about your product launch or a half-page in The Times?

    I know which one I would choose but for the PR manager who has to submit an end-of-campaign report that includes circulation, AVE and ROI numbers, the decision becomes more difficult.

    The online world moves at a million miles and hour and it is natural to feel that we should be moving (our clients) just as quickly alongside it. But, the first step to digital PR adoption is the education of our clients and the people that control their budgets - and that will take time. Once we achieve that the impact that digital PR can have not only on brand reputation but ultimately a business' bottom line will become more apparent and clients will become to consider digital marketing as a necessity.

    September 1, 2008 16:26

  • Gaylene Ravenscroft said:

    I agree Dan. What is becoming more prevalent is dealing with Online or Interactive marketing managers. They seem to understand the importance of Digital PR and in fact starting to proactively engage with PR agencies...what I don't like is seeing it as a separate entity all together as we tend to lose sight of the clients' business objectives. Integration, integration, integration is the answer...in more ways than one!

    September 1, 2008 17:13

  • Dan Leach said:

    Very relevant read Gaylene:

    http://shannonpaul.wordpress.com/2008/09/01/making-the-case-for-social-media-in-pr/

    D

    September 2, 2008 00:28

  • Michael Bourne said:

    Gaylene, I thought you might enjoy reading my thoughts on the matter. I've produced web videos in the past for clients, and I am a firm believer that this is where our industry is heading.

    http://relentlesspr.com/2008/09/03/digital-video-killed-the-pr-star/

    September 3, 2008 20:31

  • Liz Hewson said:

    Gaylene and Dan,

    I am a university student finishing up my degree in Public Relations and organisation communication. For a research project i am looking into "interactive PR- is it the way of the future" after exploring many blog sites, social media sites, wikis, and of course reading up on it - i also agree with you... i think it is the way of the future - and the time is now to embrace it. For many people i think it is the lack of understanding they have, digital media is not tricky, but there is a hell of a lot of it, and it is growing by the second so people get put-off by it.

    One of the problems i have come across is, what is the best way to increase awareness of interactive PR and also to the dissolve fear of digital media, do you have any suggestions?

    another problem i have come up agaisnt is measuring the increase of interactive PR...

    i hope you can help me - any other comments to this topic would also be useful

    cheers

    September 5, 2008 06:52
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About Gaylene Ravenscroft

Gaylene heads up the Digital practice in the UK. She is an Online PR and marketing specialist. She joined Hill & Knowlton in 2006 and since then has focused on Social Media & Web 2.0 as a core expertise for various clients. Gaylene has been involved in the launch of the LG Shine phone and Yahoo Panama in 2007. She established a Blogger Relations Programme between LG Shine and relevant bloggers to spread word of the Shine phone in the Blogosphere, including Social Networking sites across UK and Europe. The Digital team implemented a similar program for LG Chocolate in 2006 which received a commendation for the 2007 Revolution Awards. Her other clients include Yahoo!, HSBC, Intel & Qualcomm who require strategic consultation and integrated online communications. Her skills include strategic and tactical consultation when developing workable concepts for clients’ online needs to support offline PR objectives. They include Social Media, Online Media, SEO, Web Design and Viral & WOM marketing. Gaylene comes from South Africa where she owned an Internet Development and Online Marketing agency. Her business background has always been in the Digital Marketing arena working alongside clients such as NEC, South African Airways, Alstom UK, Nikon SA & Ellis Park Stadium. Moving to the UK she worked with Halpern Cowan, a Digital agency on clients such as Norwich Union, Supernanny (Channel 4) and e-Booker.
 
 
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