I’m not sure if it’s a good or bad sign but the conversation on the future of the PR industry seems to have kicked up a notch in the last few months. The PRCA in collaboration with Ketchum have been leading the debate/discussion on this.
This is a debate that’s always been around but appears to have more people soul searching than I can remember.
As the whole ‘social media thing’ seems to be entering into the trough of disillusionment, PR firms and practitioners are starting to wonder what value they truly offer clients and organisations. It appears the PR industry is going through a trough of disillusionment.
Something I haven’t seen by way of debate from the PRCA though (which given what the acronym stands for, we should) is the notion of ‘consultancy’ versus ‘agency’ thinking. This is an area I’ve been fascinated with for a while now in particular as the consultancy industry as we know is going through a shake up of its own.
For too long those working in PR have adopted an agency mentality – we’ll do what you want for a retained fee and provide you with the results on a regular basis. The main reason you hire us is because you probably don’t have the time or resource to do it yourself.
PR, sadly, in most circles has become synonymous with media coverage and relationship building with stakeholders of varying degrees. Agencies are relied upon to ‘oil the wheels of this process’. There are obviously exceptions but in the main this is how things play out. And it works. In fact, it still works for many.
Then however there’s the consulting approach. This is more about businesses having a problem they don’t know how to solve. In most cases it’s not about throwing bodies at a problem. An organisation has already thought through a problem and are stumped. So they’ll call in consultants to help work through how to solve this. Typically this function fell to management consultants who employed very smart people to come up with solutions to specific problems. Again that works. And still works for many.
But the landscape of online behaviour is changing things. Running businesses where the expectations of customers, potential customers, employees, shareholders and competitors are changing by the minute means for those in PR specific functions, areas that might have required an ‘agency’ offering means they now need a ‘consultancy’ solution.
It’s only a subtle difference. But a difference none the less. Setting the expectation and delivering on it are real business issues now because the expectation being set externally by industry-agonistic leaders who’s work is viewed in public forums.
In essence, the communications function is now inadvertently more strategic and thought through than ever before. Governments and public bodies have long realised this. Social networking software has pretty much forced businesses to catch up.
So what does that mean for the the PR industry?
In my view, if you’re in the strategic space you need to follow the consulting methodology. In all likelihood this means project work, developing analytically derived insights, outcomes based results and pretty much staking your reputation on your recommendations.
As ever, all views and counter points welcome.