PR can take the lead

Clearly, the rise of social media plays to PR agencies’ natural strength because we have always traded on dialogue and brand conversations.
Yet Michael Nutley appears skeptical about PR agencies’ claims to a seat at the top table in the ’strategic space’ in digital marketing (MW 7 October).

While he has a point, whoever told him this change is “an impressively fast turnaround for what [is] a very conservative industry” is a clever clogs.

I have rarely heard PR labelled “conservative”. And even if it were, surely that would not disqualify it from a seat at most client’s top tables.

No, there are more important issues here. If PR professionals want to be taken seriously as a digital strategic force (not just tactical and stunt-driven), we do need to raise our game.

We need to invest in serious data systems and hire more respected strategists. Crucially, we need to demonstrate how our social media skills can monetise – not merely aggrandise – for our clients.

Martin Loat
MD
Propeller PR

Recommended

BOGOFs: There are alternatives

Beware the vapid price trap

Marketing Week

Your recent article ’Promo junkies become hooked on a quick fix’ (MW 21 October), points to the uncomfortable truth that many brands and retailers are having to face up to. The pursuit of the adrenalin shot that price-based promotions can give has left many with an image hangover, and a sense of their brand values […]

Consultancy firms in online

Marketing Week

Michael Nutley’s column on digital strategy (MW 7 October) highlights how the big consultancy firms are muscling into the online space. The problem with this is that, as a rule, management consultants typically don’t recruit former digital practitioners. As a result, they will often have serious issues in understanding the granularity and complexities of this […]

Price isn’t the only promotion

Marketing Week

Your sales promotion feature (MW 21 October) says the Institute of Promotional Marketing believes “sales promotions provide short-term uplifts, but can be hugely damaging to brand values in the longer term.” I’m afraid this mis-states our position. It’s price promotions that we have an issue with, not sales promotions. Our belief, supported by solid evidence, […]