Ask any client about what they want from a communications agency and they will surely say, “get a lot more value out of what we’re doing than just what we’re spending.”
Who has always thought this way? Who thinks about earned attention? Who thinks hard about audience influencer chains? Who thinks about stories? Who drives word-of-mouth (the original analog social media)? Who thinks about internal communications and employee behaviors?
If you work in marketing communications, you work in PR.
CP&B know this. Long before they craft an online experience or ad, they make their creatives pitch ideas as press releases. They know that if the idea isn’t newsworthy — that the idea must want you to ask for more — it won’t be as valuable as it needs to be.
This is the standard for any marketing activity. It is your standard even if you have the biggest budgets. Why? Because you need to “get a lot more value out of what we’re doing than just what we’re spending.”
That’s why Ad Age has this article about Cannes all wrong. The news here is that an ad agency won a PR award! They are using agency categories from a time when one set of agencies bought media and others earned attention. Those days are gone.
Who cares what kind of agency it is? All clients care about is that an agency partner is doing their job. That’s all I care about.
People may not like the label but we’re all in PR. Understanding that any good agency head wouldn’t want to let the PR people frame the entire industry as PR, let’s just say we work in communications and move on. Ok?