Advertising

What is the actual role of PR agencies when they work alongside ad agencies? What kind of content are they supposed to make?

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Sometimes they try to do creative work but then get scared no one will like it. So they turn it into a partnership and talk about how positive it is. Then all the creatives quit.

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And they hire a partner agency to produce it so it’s junk. Then all the producers quit.

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Their traditional role is what Copywriter 1 described. But their actual role today when they work alongside agencies is to encroach on agencies’ strategic and conceptual territories, at lower cost, lower quality, and lower production value. They’re in the commission a study, issue a press release, produce video soundbite business. Which unfortunately describes a lot of advertising today. So beware if you see one across the table: if they’re smiling and mention the words “partner” or “place nice with others” it’s because they do neither and are ingratiating their way into the client with plans to move the agency out.

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When they talk about “playing nice with others” just hit them back with “our focus is on keeping the creative output on the highest level.”

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in my experience, they interface with the press, conduct/publish research studies to be used by people in the press, and plan events for the press.

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