July 14, 2015
Much has been written about the future of PR. My industry has beaten its own brow for years trying to figure out why it doesn’t command a place at the top table. Why it isn’t valued as highly as some of the other communications disciplines. Why it is often the first line item to be cut from budgets when savings are being sought.
The PR industry is either in denial or simply hopes that by asking the question often enough it will eventually convince its customers to give it what it wants. I have got news for my peers. It won’t! The future of the public relations industry relies on things changing. Here’s my list.
But the PR industry doesn’t want to change. People like Robert Phillips, former President and CEO, EMEA, of Edelman, the world’s largest PR firm claimed the public relations industry is dead. I agree. If not actually dead, it has lost its soul. Most of the people working in the PR industry are zombies.
I’m tired of hearing the self-serving expressions of intent; the justification of the unjustifiable – the assertion that the future of PR is social media, or content marketing or native advertising – to name just a few. They make all of the right noises, say the right things to deflect attention from the fact that the PR industry doesn’t want to change. It quite likes where it is thank you very much. It gets paid thousands of dollars every month to do who knows what and not explain the value its customers receive.
And so, while others only talk about the future of PR, I have created my vision of the future of the industry. It provides small businesses and startups with the advice and guidance they need to use public relations to achieve commercial goals – most importantly, when they need it. It also gives entrepreneurs practical and actionable strategic advice that they can use without the need for a specific communications skill set.
What’s more, I’ve redesigned the fee structure. There are no retainers. No long-term commitments. Our customers pay for the strategic advice and guidance they need, not a random set of activities done to justify a retainer fee. I have also created a new PR framework, based on lean principles, and a simple and easy to understand way to measure outcomes. The future of the PR industry has arrived.
To find out more visit comms.bar.