The Three-pronged Fork
I recently came across a Forbes article on the future of public relations and it got me thinking more about the state of the industry. Written by Robert Wynne of Wynne Communications, the article covers many of the conversations I’ve had with my peers—the changing media landscape, the role of social and the lovechild of content and marketing. Most notably, it discusses the three-pronged fork in the road with three separate directions: traditional PR, advocacy PR and social media. What’s on the rise and what’s declining? And is there a happy medium or optimal solution? How do we use the old and new tools to maximize value for our clients? And how do our clients figure out what’s best for them?
Not only does our industry understand PR is more crucial than ever, our clients’ and potential clients’ perception is changing. With so much noise across most industries and so much innovation, they are quickly realizing that building a positive reputation and differentiating oneself from the rest of the pack(s) is essential for the success of their business. If we stick to the 10:1 ratio (impact of PR to advertising), we can quickly count up the dollar bills in our head and know that an investment in the right PR solution (small agency, global giant, freelancer, in-house team, etc.) is essential to fuel business growth.
The trick is finding the right solution that falls in line with the clients’ business goals—including their financial goals. What prong best fits our needs? Everyone wants strong results. The more coverage is secured for your clients’ brand, the less real estate is left for competition. The more potential consumers are talking about your clients’ product or service, the less time they spend discussing others. And at the end of the day, the more conversations and positive publicity, the more potential for purchasing decisions. Is one approach better than the other? Is one going to be obsolete in the next five years? Probably not. But doing your homework and speaking to industry professionals will set you on the right track for identifying the right solution. Make sure your PR partner is knowledgeable not only in his or her core services, but also about the changing tools and evolving landscape. And always ask questions. PR is often an educational process, so take a seat, grab a pencil (laptop, tablet) and take copious notes before you make your decision.Tags: blog, Crowe Pr