28th September 2015

The bigger picture

At the end of last week I attended the PRCA National Conference – it was an interesting and thought-provoking line up of speakers from Kamal Ahmed, Business Editor at the BBC, Harris Diamond, Chairman & CEO of McCann WorldGroup, Jackie Brock-Doyle who was responsible for the leading the PR and comms magic that made London 2012 what it was, as well as Toby Harrison planning partner at adam&eveDDB, the agency who create the award-winning John Lewis Christmas ads. The themes of the day covered evolving an integrated offering and what the future holds for PR, the economics of reputation and how to defend and build a brand today, as well as the science of PR which looked into the art and science of fame as well as how to really take advantage of real-time marketing. The common denominator across the sessions was the value that PR can bring to businesses today and that as an industry we are in a strong position to deliver an integrated comms approach, compared with other marketing disciplines – see PR Week’s coverage of this topic here.

In this age of communicating at the speed of culture and 24/7 consumer engagement, the value of PR lies in our ability to bring forward our understanding of the bigger picture and provide the context and not allow the paid for world claim that the future only lies with them. Essentially we need to be bolder in our conviction that PR can deliver in leading creative communications campaigns and the integrated offering that is required.

– Sian Gaskell, MD