What is your view on the future of PR? How do agencies need to adapt their services?

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I have a particular bias, but having spent 12 years in advertising before switching to PR, I see big growth potential for PR agencies to take on more creative. Take a look at what's winning awards and what clients are asking for: it's earned at its core. If PR shops don't wise up, ad agencies will adapt and eat their lunch.

I also think influencer and social has big potential. Crisis management will always be around, but media relations and press releases are something clients can take in house any day they decide it will save them enough money.

Really intersted to see what others think. How about you, OP?

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omg in haus pitching is so bad lmaooo have you seen their media lists??? 💀💀💀

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I don’t feel like the clients I’ve worked with utilize PR enough for their planning purposes. Often we’re looped in AFTER they’ve come up with something and then we have to figure out how to work with it. Companies/brands/agencies should always think about how something will look from a PR lens, and the fact that they don’t use us for more of that blows my mind.

I also wish our industry would get over UVPMs. Impact can be measured in other ways that are more accurate. UVPMs are old school measurement IMO and are inaccurate, particularly with the current state of the online landscape.

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No no no. We have to look at it from our clients' perspective(s). We need to understand what they're saying-- even if they don't state it explicitly-- and we need to over deliver.

Agencies need to get real about measurement and holding people accountable for driving meaningful impact. I spent years in the agency world with team members pulling impression numbers out of their butts. When I moved in house, I realized how marketing orgs have more robust metrics to prove campaign success.

So long as agency XYZ touts 1.3B impressions for a friggin spox news clip PR won’t be taken seriously.

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impressions of any form have always been a scam. literally all fake numbers! that’s why so many teams have been scrambling to find other ways to measure “success”

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5 Innovations for PR agencies to create sustainable growth:

1) Diversify staff & revise inclusion practices

2) Quantify ROI & KPIs beyond impressions, clicks, banal publications, etc

3) Operate more like a business by hiring those with the unique skill set of both liberal arts & the sine qua non MBA AND/OR incentivizing current staff to earn an MBA

4) Use data to see what practices work most effectively rather than accept what's worked in the past

5) Train in negotiation to secure better outcomes and expand the pie from influencer engagements

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That happened before I arrived... As a former Dir/VP at one of your top competitors, I would've given you all a heads up.😊

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Agencies need to pay their junior stuff more and stop overworking them, otherwise they won’t have any junior staff left.

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period!

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