Comments on: PR at Cross Purposes http://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/?utm_source=rss&utm_medium=rss&utm_campaign=pr-at-cross-purposes Writer, brand journalist, media strategist, Emmy Award winning former CBS News correspondent Mon, 30 Jan 2012 06:02:03 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: David Hendersonhttp://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/#comment-3463 David Henderson Thu, 12 Nov 2009 20:01:02 +0000 http://www.davidhenderson.com/?p=4318#comment-3463 Eddie, You are quite correct that not all of an agency's resources should suddenly transfer to digital but certainly more than the pitifully low level now offered by many if not most agencies. David Eddie,

You are quite correct that not all of an agency’s resources should suddenly transfer to digital but certainly more than the pitifully low level now offered by many if not most agencies.

David

]]> By: Eddie Mayhttp://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/#comment-3462 Eddie May Thu, 12 Nov 2009 18:06:08 +0000 http://www.davidhenderson.com/?p=4318#comment-3462 It can't be realistic for an established PR agency to suddenly transfer 100% to digital. While digtial is clearly growing, there is still a demand for "traditional" PR and the honest truth is that some clients still aren't really demanding, or are willing to pay for, digital activity on top (others are the exact opposite). As a smaller agency, our view is to weave digital and social media into all of our campaigns (to whatever degree makes sense), and to focus on getting the whole team to develop their knowledge and capability in this area, with one or two giving it particular focus. It can’t be realistic for an established PR agency to suddenly transfer 100% to digital. While digtial is clearly growing, there is still a demand for “traditional” PR and the honest truth is that some clients still aren’t really demanding, or are willing to pay for, digital activity on top (others are the exact opposite). As a smaller agency, our view is to weave digital and social media into all of our campaigns (to whatever degree makes sense), and to focus on getting the whole team to develop their knowledge and capability in this area, with one or two giving it particular focus.

]]> By: Kathy Madisonhttp://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/#comment-3417 Kathy Madison Thu, 29 Oct 2009 17:55:51 +0000 http://www.davidhenderson.com/?p=4318#comment-3417 Since the discussion is the future of PR, news, and a truly new model of communication, my question is: why must the agency be "large"? Since the discussion is the future of PR, news, and a truly new model of communication, my question is: why must the agency be “large”?

]]> By: Jennifer Jarratthttp://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/#comment-3415 Jennifer Jarratt Thu, 29 Oct 2009 14:06:56 +0000 http://www.davidhenderson.com/?p=4318#comment-3415 I should think that most PR agencies, with a heavy investment in the skills & knowledge of traditional PR are not quite convinced that digital work is all there is in the future. It may also be a retraining & seniority issue. "Do I really have to learn that, when I know so much about the field already?" or something like that. Would think it a good idea for PR agencies to hold a "Futures Morning" once a month, or oftener, with seniority on hold & everyone free to bring forward at least one new idea or thought about the future of the agency. I should think that most PR agencies, with a heavy investment in the skills & knowledge of traditional PR are not quite convinced that digital work is all there is in the future.

It may also be a retraining & seniority issue. “Do I really have to learn that, when I know so much about the field already?” or something like that.

Would think it a good idea for PR agencies to hold a “Futures Morning” once a month, or oftener, with seniority on hold & everyone free to bring forward at least one new idea or thought about the future of the agency.

]]> By: uberVU - social commentshttp://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/#comment-3412 uberVU - social comments Tue, 27 Oct 2009 21:00:56 +0000 http://www.davidhenderson.com/?p=4318#comment-3412 <strong>Social comments and analytics for this post...</strong> This post was mentioned on Twitter by davidhenderson: How most large PR agencies are working at cross purposes and inhibiting their own growth. http://bit.ly/sXPQZ... Social comments and analytics for this post…

This post was mentioned on Twitter by davidhenderson: How most large PR agencies are working at cross purposes and inhibiting their own growth. http://bit.ly/sXPQZ...

]]> By: Bill Pattersonhttp://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/#comment-3411 Bill Patterson Tue, 27 Oct 2009 19:50:03 +0000 http://www.davidhenderson.com/?p=4318#comment-3411 To John Bell, Your entire comment is there to read. What's "out of context?" BP To John Bell,

Your entire comment is there to read. What’s “out of context?”

BP

]]> By: John Bellhttp://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/#comment-3410 John Bell Tue, 27 Oct 2009 19:37:43 +0000 http://www.davidhenderson.com/?p=4318#comment-3410 I think you are heading in the wrong direction here. By taking a comment out of context you have woven a completely inaccurate story. Yes, it's true the 360 Digital Influence team is a solid core of digital strategists, a good portion of our time has been spent training the other members of our worldwide communications experts on social media over the past 5 years. We have not built, nor believe in a digital 'silo" - anyone will tell you that is not the future. We have tansformed our agency by bulding capacity amidst the embedded PR practitioners around the world. While you may have some bias against big agencies, the future of social media is as an integrated offering across marcom disciplines. Ogilvy is well on top of that and no other agency - big or small - has the strengths that we have. Look at the work we are doing for our clients. Look at how budgets are shifting to digital. Look at our global training program that has reached the majority of our entire worldwide staff. Again - happy to tell you more and discuss if you want to get to the real story of our capabilities. Feel free to email me at john.bell@ogilvypr.com I think you are heading in the wrong direction here. By taking a comment out of context you have woven a completely inaccurate story.

Yes, it’s true the 360 Digital Influence team is a solid core of digital strategists, a good portion of our time has been spent training the other members of our worldwide communications experts on social media over the past 5 years. We have not built, nor believe in a digital ‘silo” – anyone will tell you that is not the future.

We have tansformed our agency by bulding capacity amidst the embedded PR practitioners around the world. While you may have some bias against big agencies, the future of social media is as an integrated offering across marcom disciplines. Ogilvy is well on top of that and no other agency – big or small – has the strengths that we have.

Look at the work we are doing for our clients. Look at how budgets are shifting to digital. Look at our global training program that has reached the majority of our entire worldwide staff.

Again – happy to tell you more and discuss if you want to get to the real story of our capabilities. Feel free to email me at john.bell@ogilvypr.com

]]> By: Robin Payeshttp://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/#comment-3409 Robin Payes Tue, 27 Oct 2009 19:34:09 +0000 http://www.davidhenderson.com/?p=4318#comment-3409 David, as a consultant doing work for a federal agency, I have to conclude that many clients, too, are woefully behind in recognizing how social media can reach important audiences directly and effectively with their messages. There still seems to be a tendency in many large organizations to view communication as a top-down tool where they still envision they can maintain control of all the messages. For many, this is a question of ensuring accuracy. This is especially true in highly technical health agencies, I think, with notable exceptions like CDC and FDA adopting direct-to-consumer social marketing tools like SMS messaging and Twitter. Until clients call for an integrated communications approach across social and traditional media, I think we will continue to see the Ogilvy's of the world with smaller digital media shops separate from print, PR and marketing. They may be trying, but not all clients are buying! Good discussion. @dcoffbeatartist David, as a consultant doing work for a federal agency, I have to conclude that many clients, too, are woefully behind in recognizing how social media can reach important audiences directly and effectively with their messages. There still seems to be a tendency in many large organizations to view communication as a top-down tool where they still envision they can maintain control of all the messages. For many, this is a question of ensuring accuracy. This is especially true in highly technical health agencies, I think, with notable exceptions like CDC and FDA adopting direct-to-consumer social marketing tools like SMS messaging and Twitter.

Until clients call for an integrated communications approach across social and traditional media, I think we will continue to see the Ogilvy’s of the world with smaller digital media shops separate from print, PR and marketing. They may be trying, but not all clients are buying!

Good discussion.

@dcoffbeatartist

]]> By: Roger Friedensenhttp://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/#comment-3408 Roger Friedensen Tue, 27 Oct 2009 19:17:58 +0000 http://www.davidhenderson.com/?p=4318#comment-3408 This is spot on, David. Digital/social media communication is just a channel like brochures, newspapers, satellite feeds and videotapes. As the novelty wears off and the competitive field of sites and services (FB, LI, MS, TW, etc.) shake out, it will become even more important for counselors to ensure they and their colleagues are ready, willing and able to consider, evaluate, prioritize, use and measure the entire toolkit of communication strategies, tactics and channels. Great post as usual, David -- thanks! This is spot on, David. Digital/social media communication is just a channel like brochures, newspapers, satellite feeds and videotapes. As the novelty wears off and the competitive field of sites and services (FB, LI, MS, TW, etc.) shake out, it will become even more important for counselors to ensure they and their colleagues are ready, willing and able to consider, evaluate, prioritize, use and measure the entire toolkit of communication strategies, tactics and channels. Great post as usual, David — thanks!

]]> By: Keith Trivitthttp://www.davidhenderson.com/2009/10/27/pr-at-cross-purposes/#comment-3406 Keith Trivitt Tue, 27 Oct 2009 19:07:45 +0000 http://www.davidhenderson.com/?p=4318#comment-3406 David - Thanks for bringing light to this very important subject within the PR industry. I certainly agree with you that few - if any - agencies have both their traditional and digital PR practices in line with each other. As you noted, many agencies utilize a sort of separated unit whereby the traditional PR side only calls on the digital side when needed, and vice-versa. I would hope that many in the industry realize that this does little to cultivate long-term growth, as eventually, most companies will want a mix of both traditional and digital PR/media relations, and not having those auspices integrated within each other will only serve to hurt one - or both - sides of the business. By the same token, we all need to realize that change, particularly on the scale that you are talking about at major PR companies (e.g. more than say 500 employees worldwide) takes a great deal of time, energy, resources and skill to implement properly. Simply saying one day that everyone within a PR agency is going to be fully fluent in both traditional and digital/social media PR practices is not very realistic. What i would suggest those of us in PR work hard to do more than hope and pray that both major and boutique agencies get their entire practice in line with digital PR is that we - as an industry - come together to create a movement to better educate everyone in the business about how to fully educate yourself in digital communications and social media, and then how to put that in practice and actually create meaningful engagement, results and build sales leads and an advocacy base for your clients and company. That, in my opinion, is a stronger idea than to just hope that all of the agencies jump on board. @KeithTrivitt David – Thanks for bringing light to this very important subject within the PR industry. I certainly agree with you that few – if any – agencies have both their traditional and digital PR practices in line with each other. As you noted, many agencies utilize a sort of separated unit whereby the traditional PR side only calls on the digital side when needed, and vice-versa. I would hope that many in the industry realize that this does little to cultivate long-term growth, as eventually, most companies will want a mix of both traditional and digital PR/media relations, and not having those auspices integrated within each other will only serve to hurt one – or both – sides of the business.

By the same token, we all need to realize that change, particularly on the scale that you are talking about at major PR companies (e.g. more than say 500 employees worldwide) takes a great deal of time, energy, resources and skill to implement properly. Simply saying one day that everyone within a PR agency is going to be fully fluent in both traditional and digital/social media PR practices is not very realistic. What i would suggest those of us in PR work hard to do more than hope and pray that both major and boutique agencies get their entire practice in line with digital PR is that we – as an industry – come together to create a movement to better educate everyone in the business about how to fully educate yourself in digital communications and social media, and then how to put that in practice and actually create meaningful engagement, results and build sales leads and an advocacy base for your clients and company. That, in my opinion, is a stronger idea than to just hope that all of the agencies jump on board.

@KeithTrivitt

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