In an age where digital PR and activities become increasingly prominent, the importance of old school PR should not be ignored.
As of late, a number of traditional PR agencies have invested considerable resource in re-branding, to incorporate the relatively new disciplines of search and social media. Whilst the specifics of that branding and indeed the make-up of the skill-sets that they employ in house are all bespoke and relative, one constant is that investment in the new media disciplines is a consideration for all.
The evolution from traditional PR houses has come in response to the rapid evolution of technology, and the subsequent interest and desire of brands and businesses to utilise every opportunity or channel to market to current or potential consumers and customers. Each is different of course: some majoring in traditional PR with minors in search and social, some majoring in search, minoring in traditional PR and waiting to jump on the social bandwagon, and as many other numerous combinations as you can imagine.
Naturally, as with natural selection, each will follow a route it feels is particularly advantageous and time will tell whether they are the fittest to survive (and certainly, it would be a boring sector if all followed the same evolutionary blueprint).
However, whilst the industry column inches in the trade press will focus on what are considered to be the new and exciting disciplines, it’s important not to forgot the core discipline of public relations – and for agencies to cherish their roots.
Some traditional PR roles remain absolutely crucial to any brand or business communication plan – particularly noticeable at trade events. Whilst a great number of event organisers will ensure they are appropriately marketed, and utilise social and search channels to further promote their event (and perhaps on the day ensure there is a live Twitter feed replicating all the feedback from the enthusiastic audience) it is equally important to remember that, as a PR agency, perhaps one of the most crucial objectives for whichever client you are representing at a trade event is to meet and engage with the relevant press – and more often than not this will not involve exchanging texts, emails and tweets, but actually meeting and speaking to a journalist in person.
This is not to belittle the new social disciplines, but more to set a reminder about the importance of traditional PR skills. If as a PR team at a trade event, your client is not meeting and talking in person to the relevant press, then you have forgotten the very core skill that established your agency in the first place. It may be old school, but it’s invaluable in so many ways.
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