We are the facilitators of our own creative evolution. – Bill Hicks
It is no secret that traditional PR is a thing of the past. To remain relevant in these changing times all public relations agencies must adapt and change, or they will be left behind. Over the last few years we have seen many agencies eliminate the word “public relations or PR” from their brand identity such as with High Road or PRAXIS. Beyond the name change, agencies also need to bring their “A” game to the boardroom, and become that trusted advisory who will bring the right solutions to the table. Agencies that do not make it to the boardroom, or are capable of providing value will get left behind by their competitors.
Whether the end user is “Joe Consumer,” or your neighbour’s kids, consumers now have even more options when it comes to choosing between between products A or product B; and they have even more ways to learn those products available to them via radio, print, television and online platforms and social networks. Communications messages of today (and tomorrow) will need to be even more powerful to break through the noise. This has forced agencies to adjust their business model’s and offerings.
There is also much bigger war on talent as the strong agencies fight to ensure they keep the best talent within their four walls, and this will become a bigger struggle in the coming months.
More agencies are offering what could be classified as “non-traditional” public relations services such as media buying. Over the last year, we have seen an increasingly number of agencies offer some form of an influencer program, where they offer brands access to a roster of social media influencers who will ideally become an evangelist for the brand’s product or service.