This article was co-authored with <a href="https://www.linkedin.com/in/ronen-shnidman-3096ab10/" target="_blank" rel="noopener">Ronen Shnidman, Head of Content at okoora.
With digital marketing and social media taking center stage, it’s easy to assume traditional public relations (PR) is outdated. However, PR is thriving in today’s marketing landscape. Around the world, PR remains invaluable for shaping perceptions, building credibility and connecting brands with their audiences.
The enduring power of PR
Let’s tackle the common misconception that “PR is dead.” This view often ignores PR’s versatility and ability to adapt to changing times. Social media and digital marketing have transformed communication, but they haven’t rendered traditional PR obsolete. Instead, they enhance its reach and efficacy, providing new channels to amplify messages and engage with diverse audiences globally.
One reason for PR’s relevance is its ability to cultivate trust and credibility. In an era plagued by skepticism and distrust, authentic communication is more crucial than ever. Consumers are bombarded with advertisements at every turn, but they crave genuine connections with brands that align with their values.
This is where PR shines, connecting audiences to brands through earned media. Whether through thought leadership articles or compelling storytelling to journalists, PR lets brands earn the audience’s trust, laying the foundation for long-term loyalty and advocacy.
PR is crucial for shaping public perception and managing reputation, which is more challenging in today’s hyper-connected world. With the rapid spread of news on social media, brands must be proactive in their communication strategies.
PR professionals protect brand reputation by handling crises, responding to customer feedback and capitalizing on opportunities. In a time when one viral tweet can make or break a brand, having a strategic PR approach cannot be overstated.
PR: Cultural diplomacy for your business
Today’s global business environment requires a deep understanding of cultural differences and regional sensitivities, which is where PR shines. Unlike digital marketing strategies that can be somewhat standardized, PR campaigns need to be customized to connect with various audiences worldwide.
PR professionals know how to overcome language barriers and tailor messages to different cultures, creating campaigns that connect with local audiences. This skill is a powerful tool for any marketing team in a world that values authenticity.
The changing media landscape created new opportunities for PR to thrive. While traditional media still matters, digital media has made information more accessible, enabling brands to connect directly with their audience without relying on traditional gatekeepers.
PR professionals use digital platforms by collaborating with social media influencers and creating engaging multimedia content. This strategy helps amplify their messages and reach new audiences. The blend of traditional and digital media highlights the ongoing importance of PR in marketing, providing brands with a comprehensive way to communicate that crosses borders and connects with global audiences.
What is killing traditional PR?
Certain practices create the perception that PR is dead. Below are ways to address these issues.
Retainer billing
The traditional practice of treating your PR reps like you would a lawyer is misaligned with the ROI focus of modern-day marketing. In the past, marketers were used to traditional advertising budgets, of which John Wanamaker famously said, “Half my advertising budget is wasted; the trouble is I don’t know which half.”
With the popularity of digital-based advertising, including the cost-per-click model layered with more comprehensive attribution models, advertising today arguably has clearer ROI.
Some PR agencies have not adapted to demonstrating their ROI. They charge a monthly retainer based on a set number of hours, regardless of their performance. We’ll discuss this further shortly.
Large PR agencies promise expertise but fail to deliver
Large PR agencies and conglomerates claim to serve clients of all sizes and locations. However, they often assign junior staff to manage accounts for small and mid-sized clients, including startups. These employees usually lack the strong media and business networks that make PR services valuable, making it harder to justify the investment.
Short-term focus among marketing leaders at client companies.
Good marketing can take months to show results. PR is usually even longer, often a year or more. If you aren’t willing to be patient with your agency, you will never reap the fruits of your initial investment.
That’s not to say you shouldn’t make sure during the first year that your PR efforts are ramping up from month to month and quarter to quarter. It means you should keep your and your executive team’s expectations in check.
A good PR agency will also make sure to manage your expectations appropriately. If you are not on the same page regarding the baseline results you can expect to achieve with a PR program, you are in store for a brutal relationship with your agency and quite a slog.
The lack of a single point of contact and an internal champion
To develop a clear narrative and generate successful story ideas, agencies need one reliable contact who can provide consistent feedback. They also require information from various internal stakeholders, such as:
- The product team for product launches.
- The business intelligence for data journalism pitches.
- Internal subject matter experts for thought leadership articles.
However, if you force your agency to chase down various contacts within your company, you will:
- Waste the precious agency hours you pay for on back-and-forth emails and long, explanatory video calls.
- Make your agency relatively unproductive, as internal stakeholders stonewall and deprioritize communication with an external vendor that’s within their area of responsibility.
7 best practices for managing PR agencies
Let’s examine these seven best practices to address these PR pitfalls and maximize the benefits of your agency-client relationship.
1. Try a pay-for-performance model with your agency
This generates better ROI and shows clear value to senior management. The traditional retainer-for-hours model common in the U.S. is certainly not the only one out there, especially when looking for representation in other countries.
For example, in the UK, some agencies offer a performance-based model, where you pay a low base fee and an additional sum for actual media coverage results. Other agencies offer a subscription-style model that is between the traditional retainer model and performance-based pay.
With these agencies, you pay a monthly fee but choose the services included a la carte, with each service priced individually. This allows you to budget your time as demands change from the initial scope of work –– switch different activities that are needed for those that are, even temporarily, no longer useful,
2. Use a small agency with a flat hierarchy
Unless you are a large corporate account, use a small agency with a relatively flat hierarchy. The people working on your account should have years of experience in their specialty. If you feel like you are simply providing a training ground for an agency’s most junior employees, you either need to switch agencies, increase your budget or possibly both.
3. Hire local PR representation in every major market you sell in
If you ask an agency if they can cover a geographical market outside their home territory, they will likely say yes. However, they often struggle to effectively pitch media and build business relationships without a deep understanding of the local culture and news environment.
If you have the budget to hire a separate, market-native agency, you should. If you stick to smaller agencies, as recommended above, the additional cost will often be quite affordable and can be justified in terms of ROI.
4. Maximize meeting efficiency
Use pre-meeting notes to keep people aligned and then spend meeting time brainstorming solutions to problems and creative story ideas. Don’t make the mistake of using meetings to review activities.
Maintain a shared document to keep everyone updated on the actions taken since the last meeting and the tasks that must be completed before the next meeting. Quickly sharing that information leaves you more time to engage in higher-value brainstorming with your agency team and maximize your investment.
5. Keep open lines of communication
Open communications with your agency cannot be understated. You must be honest with your agency regarding company news, product developments and more. Your PR team can often present information in a more favorable light or downplay negative news, but they need accurate information.
Hiding or misrepresenting details from them will lead to bigger problems with journalists later. To encourage open communication, ensure a strong non-disclosure agreement remains in effect even after the contract ends.
6. Use your agency’s network of business contacts
A good PR agency that has been around a while isn’t just capable of media relations. They usually have a network of business ties with past and current clients, event organizers, vendors and more. This can be especially useful when you are entering into a new market. Use your agency for business development and not just PR.
7. Set performance expectations
Don’t hesitate to tell your agency you’re considering ending the partnership if the ROI isn’t there and they’re not addressing your concerns. Sometimes, a push is all it takes to improve the relationship.
However, use this tactic sparingly — repeated threats can either demoralize the agency or make them doubt you’re serious. If there’s no improvement within a reasonable timeframe (about a quarter to half a year), it’s time to move on.
PR today: Thriving in a digital-driven world
The notion that PR is dead couldn’t be further from the truth. It’s thriving in today’s global marketing mix, where authenticity, credibility and meaningful connections reign supreme.
From shaping public perception and managing reputation to embracing digital innovation, PR continues to be a driving force in how brands communicate and connect with their audience. The next time someone claims that PR is dead, remind them that it’s only dead if it’s not being managed properly and strategically.
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