So 79% of PR agents have yet to add any online services to their portfolio according to Bigmouthmedia. I guess from this we’re meant to get the impression that the PR industry is a set from ‘Life on Mars’ with a visitor from the future – Bigmouth themselves presumably, striding around looking astonished at how backward we all are.
I suspect the truth is that every agency actually offers some form of online service, however basic, it’s just that they are probably not promoting it very well. There’s no doubt a lack of expertise and maybe confidence in just what part PR plays online. Should we be involved in content for search? Should we be involved in website content? Blogs? Vodcasts?
The answer is yes, absolutely. The internet has opened up a limitless demand for the written word and PR agents are needed in the thick of it.
Though we (Staniforth) weren't actually around in 1973 - arriving five years later - I'd like to think there's no evidence of sheepskin coats, feather cuts or platform shoes in our current approach to new media. If you're going to offer meaningful online services to clients, it helps if you're already doing them yourself. So, we run our own blog, www.pr-media-blog.co.uk, have produced Vodcasts for a north west online marketing news magazine, set up a Facebook group for the Lib Dems to rally people on climate change and are involved with major companies, including Nissan, in the social media environment.
Our PR approach online is very much about getting to places where a client's key audiences are congregating and helping them to build relationships with the right content and conversation.
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ROSS FURLONG
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