PR agencies do more than drive news BUT they do tend to focus on the news cycle a great deal for obvious reasons. Yet PR has to recognize that the way we consume news has changed drastically in the last five years. Five years ago people had a primary news source, either via broadcast or a daily newspaper. Today they have a broad array of news sources that includes these same outlets, albeit online, but also includes bloggers, friends and people they follow on Twitter or are connected to on LinkedIn. In such a fragmented market for information it is harder for companies to control their message. This makes it far more important that companies determine the insight they want the news to create, which in will in turn drive the way they engage with the brand. Yet all too often companies are so focussed on how to best to get the news out that they spend little, if any, time on what the news means and what they expect the people who should be connected to that news to do as a result. In a world where we are drowning in information, the brand that goes the extra mile and helps us figure out how to make use of that information will win. For PR agencies this means changing the way we think about the news cycle. We need to work with our clients to make sure they understand the real and or desired implications of the news they want to promote. There’s an old saying – there’s no such thing as bad news. Perhaps PR consultants should worry less about the news and more about the insight. Insight drives behaviors and actions and without these a client may well wonder why they engaged with you in the first place.
The race is on for agencies to build their digital assets. Get it right and PR firms will grow faster than they have in decades. Get it wrong and they’ll have a struggle on their hands. So as agency heads look at their talent base and their potential new hires, they have a tough question to answer. Do they hire experienced marketing professionals who have some digital skills or the typically younger, more digitally literate who have only limited experience? Sadly for the more experienced group, the answer appears to be that agencies are trending towards hiring younger digerati, rather than grey hairs. This in turn is reshaping agency structures, product offerings, and pricing. To twist an old saying, we are who we hire. With agencies moving from a classic pyramid model towards something that looks more like a coat hanger, the opportunities for today’s experienced professionals are becoming fewer by the day. Is this fair? Probably not but this drive to hire younger, cheaper talent is in part the result of another force, not just digital. Client procurement departments have acted like sand paper on PR budgets for years and have increasingly made it more desirable to hire doers over strategists.
Most agencies are racing to build a ‘new’agency on top of their existing one. While they do need some experience to prevent the thing from collapsing in heap, what they need most is staff that can get on and ‘do’ at a price point that makes the investments the agencies are making viable. This effectively forces agencies to hire lower cost staff. These of course tend to be kids from college who have no real experience but can tell you anything you want to know about Facebook and Twitter. For this generation, SEO is a form of grammer and html was a choice alongside Spanish and French at school. Given a brand is now defined by the size and strength of its social network, it’s hardly surprising that many agencies will value these skills over someone who has known the editors at a business publication for a decade.
So is it all doom and gloom for us oldies? Far from it. We can start and build these new agencies, they do after all need some adult supervision. We can also explore the boundaries of owned, earned and paid media. These are the places where real value lies and where experience can really come to the fore. But we cannot assume that because we have decades of experience that our futures are secure. We have to bring something of value to the transition to digital. Identifying what this is is crucial and could yet save the careers of many. We are in an era of marketing where the value of experience is trending downward. In years to come that will of course change as digital becomes the norm but for now the digital natives are set to become the new leaders. That may not be what people want to hear but our industry is, like many, Darwinian. In our case the fittest are the digerati.