Jack of all trades or master of one?

I’m rather surprised at some of the views expressed in your recent special report on public relations (MW April 21), concerning the value of specialist agencies.

Blue Rubicon’s Fraser Hardie contends that possessing specialist PR knowledge may act as “a constraint on achievement” and result in a formulaic approach to campaigns. I would contend that, far from being formulaic, a specialist PR agency can offer a service that is original, informed and results-focused.

In fact, by employing a specialist PR agency a company benefits in two key areas. The first is knowledge: specialists have an in-depth understanding of the issues related to the sector the client works in, and it is this knowledge of the issues that allows the agency to devise highly strategic and creative campaigns.

Secondly, specialists have extensive, warm contacts with journalists who cover their industry and their clients’ target markets – and journalists are far more receptive to those they trust and have established contacts with.

Overall, it is the insight that specialists provide that really adds value to a PR campaign, allowing the quick and effective implementation of highly tar

geted, strategic campaigns that get results – and exceed clients’ expectations.

Ian Roberts

Joint managing director

Z’est Public Relations

London W1


The return of marathon man

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The Diary is happy to report that “marathon man” Dom Robertson is back in Blighty after completing the Marathon des Sables – a 243km (about 151 miles in old money) run across the Sahara (MW April 14). The Diary’s request for him to do the run in a gorilla suit sadly fell on deaf ears, […]

DDB Worldwide creates second stage of Philips ads

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DDB Worldwide has created the second wave of advertising for consumer electronics brand Philips. It will build on the ‘Sense and Simplicity’ strapline introduced last year and will continue to focus on Philips’ healthcare, lifestyle and technology divisions.


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