For all the agency folks reading this blog that offer advertising and public relations, you should download this image.
When If your advertising colleagues give you grief about one discipline being more important than the other, print this out and hand it to them.
”A team from GolinHarris, brought in by 4A's President-CEO O. Burtch Drake, laid out a few tactics, including one where agencies would feed news to the Golin team, which would aggregate the information and pitch it as trend stories to reporters.”
Why won’t it work?
- It reads too media relations focused. A few story pitches cannot save an industry—even if every pitch gets placed and are all positive stories.
- The industry needs to actually change. I'm sure more is being done here than we realize, but it’s just a start.
- Even a full-fledged public relations campaign would need broader marketing support to get the job done. Just looking to publicity to improve the industry’s image reinforces the perception that advertising doesn’t understand public relations. That’s both disciplines’ fault.
Which discipline is more important? It depends on the specific problem trying to be solved. I don’t care what Al Ries says, both have strengths and weaknesses and are more powerful working together in an integrated marketing campaign—which is exactly what the 4A’s needs to improve its industry's perceptions.