In an age where traditional advertising has become skippable, blockable, and opt-out-able, businesses are increasingly recognizing the power and importance of publicity and public relations.
As a publicist specializing in media relations for more than 20 years, I had to smile at a recent article in Advertising Age, How Public Relations Is Earning Its Place in 2016.
Traditionally, advertising agencies don’t really understand PR and now they’re scrambling to get up to speed. They’re learning the difference between “buying eyeballs” and “earning them.” When you’re earning eyeballs, your job is to create content that’s newsworthy.
Here are some excerpts from the piece:
“Edelman, the largest independent PR agency, is ‘getting not just a seat at the table, we’re getting half the table,’ said Jackie Cooper, global chair-creative strategy at the firm.
“Where PR used to be tacked onto a campaign after the creative was finished, Edelman is now working with brands and advertising agencies from the very beginning. The agency has been working hand-in-hand with Adobe’s creative teams, for example, from the start of the creative process to build digital activations for the software company’s creative products. Edelman won the Gold PR Lion in 2015 at Cannes for its work on the Adobe Photoshop ‘Murder Mystery’ campaign.
“Sarah Hofstetter, CEO of 360i, who worked in communications earlier in her career, said PR agencies are waking up to the power they can yield beyond media relations. “Marketers really look at how they get the biggest bang for their buck and making their work talkable certainly extends the reach,” she said.
“While 360i is a digital marketing agency at its core, Ms. Hofstetter added that she frequently puts on her PR hat to come up with ideas for clients that consumers will care about and want to share.”
But Harris Diamond, McCann Worldgroup chairman-CEO, cautions “Even though many agencies are adding new capabilities to try to create one-stop shops, the smart firms will primarily focus on what they know best.”