The PR agency of today – how the industry is evolving and what it means for clients!

It’s been more than 50 years since the era of Mad Men’s Hershey’s and Heinz campaigns, where advertising agencies and press offices were sought primarily for branding and reputation management through print, radio and television media. Part of what made this acclaimed television series so watchable, was the fascinating insight into agency life in its infancy.

Incredible changes in technology over the past 50 years, even in the last 10 years, has seen the public relations industry evolve to form an all-encompassing communications offering for consumer, corporate, not for profit and government organisations.

Earned media, while still a sought after outcome by many brands, forms just one component of a PR practitioner’s role in today’s agency. Gone are the days of traditional media ‘spin’ that early public relations pioneers were known for, replaced instead with comprehensive communications plans that spans radio, magazines, newspapers, websites, EDMs, Facebook, Instagram, Snapchat, LinkedIn, Google +, WeChat, Twitter, blogs, stakeholder engagement, government lobbying, activations, marketing and so much more!

Take a look at how your organisation can amplify its marketing, advertising, media relations and stakeholder engagement by understanding today’s PR agency and how to get the most out of your partnership.

Consolidate your agencies

Consolidation is popular term in the banking sector, but we’re seeing a move to similar trends in the public relations space. By consolidating your communication services, you ensure your brand and message integrity is maintained across all channels, and consistency is maintained.

Agencies that understand not only public relations strategies and tactics, but digital marketing and metrics, traditional marketing and promotions, event management, media buying and research, are becoming sought after so brands receive a comprehensive communication package with all creative, messaging and calls to action working to achieve the same goal.

Help us help you

Agency consultants thrive on achieving results for their clients. For best evaluation and to ensure the results are relevant, as a client there are some key areas of your intellectual property that you can pass on to your agency. Agencies that offer an all-encompassing communications portfolio have a number of metrics available to them to measure and evaluate.

By providing your agency with Google Analytics logins, EDM logins, sales figures and case studies, coupon or discount redemptions, and customer traffic numbers, agencies can provide considerably more metrics than just the traditional clippings and reach. Agencies can track website traffic spikes, identify popular newsletter articles through monitoring link clicks, and evaluate success of promotions through sales and discount figures. Measurement therefore becomes much more tangible for brands, and a change in strategy and execution can be made in real time to ensure ongoing success for the client. 

Know your goals and trust in the strategy

It’s not uncommon for PR agencies to be briefed by clients to get media coverage; it’s often what companies think they need to increase sales. But in a world that now has a variety of channels to reach target customers and stakeholders, earned traditional media forms just one component of a communications strategy. Elevate is an agency that strongly believes in the value of current customers, and recommends communicating to them through newsletters, social media platforms, blogs and events. Some studies suggest it’s six times more expensive to attract a new customer than it is to retain a current one! It makes sense then to place considerable value on these platforms that speak to current customers, and treat the platforms that work to attract new business such as media relations, as a secondary priority.

Results that meet commercial goals don’t necessarily always come in the form of media relations as some may expect. Whether its brand awareness, increased sales or customer retention, speak to one of  our staff about recommended objectives and tactics to make sure you reach your goals!

Partnership is still key

One thing that hasn’t changed is the need to treat your agency as an extension of your team and as a long-term partner. Often PR, marketing and digital results exceed all expectations when the team handling media enquiries on your behalf, or responding to social media comments under your brand name understands your values and vision. Don’t underestimate the power of sharing a case study, industry article or competitor insight that just might lead to the next big idea!

Having said that, partnerships are a two-way street, so make sure you find an agency that has a genuine interest in your business and its success – one that offers ideas, problem solves issues and treats your business like its own!  

If you are looking to extend your team and are looking for a communication partner to help your business achieve its goals, give Elevate a call on 3180 3666 and speak to our team about this opportunity.