Going from brand strategy in PR to comms strategy?

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You’re going to have a fairly unique perspective if you’re going to a creative agency. Most comms planners have a media background so bias to what they know in paid channels but the value of earned is hugely important with budgets tighter than ever. Make the most of you uniqueness, it’s an asset.

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Agree with VBP1, PR background would make for strong comms planning especially if your agency leans creative. Also depends on the client and their KPIs. If your new agency has media, pick their brains and ask if you can be invited to vendor meetings.

Go for it!

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in the most simplistic form, brand strat is what your message should be and why, comms strat is where and when you activate your message. comms requires a lot of media channel knowledge, user journey research, etc. and tends to be a media agency discipline, though it does exist at creative agencies with less frequency. brand strat will land you at a creative agency - seems like a better fit for you.

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Thank u! I do lots of channel strategy and bits of experience planning already because my agency is smaller.

I do both. I'm more of a Swiss army knife on the comms side, having a lot of experience working with PR on earned and media on paid, so along with making owned media recos, I've gotten good at leading integrated planning, when we have clients that want it, which is rare. I keep trying to convince them it's worthwhile. So many silos. *shrug*

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Thanks! I’m currently doing brand strat in PR so I feel like I end up doing a lot of comms strategy kinda like youre saying but just trying to switch into advertising and not sure how to get there. I do typical planning but it’s not for huge creative campaigns

I currently work in brand strategy at a mainly PR agency - 3 years now. It’s lots of new biz pitch decks but I also do lots of messaging strategies, value prop, etc. would comms fit be a good transition from PR to ad or should I try to directly get into brand strategy at an ad agency?

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