Magazine article Marketing

PR's Lost Markets

Magazine article Marketing

PR's Lost Markets

Article excerpt


"PR is to marketing what book-keeping is to accountancy," according to a recent survey of managing directors, marketing directors and product managers, mainly from the packaged goods categories. And the report, from the Bartle Bogle Hegarty affiliate consultancy Partners in PR, reinforces what many in the industry already know - PR is split down the middle.

On one hand there is the highly regarded corporate PR, dealing with issues facing the company, and on the other is marketing PR, which many consultancies claim is under-used and undervalued.

Interestingly enough, for instance, the majority of respondents define PR as, "communication of company image to a target audience via editorial medium". And while PR is the lead agency when dealing with issues facing the company like environmental pressure group action, pressure from Westminster and the correction of misconceptions and so on, it is relegated to fourth place after advertising, market research and "internal" when it comes to strategic input.

Quite simply, the marketing function's core need from PR is expert PR implementation. Almost unanimously the respondents argue that marketing PR lacks the expertise to deal with strategy.

This contradicts many of the industry's top practitioners, like Infopress's David Watson and QBO's Quentin Bell, who like to claim that public relations, because of the breadth of its scope, should logically be the lead consultancy for many client companies. …

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