Why specialisation is only the first step toward survival
In this guest post Jocelyn Hunter looks at the challenges facing the PR industry and looks at what it will take to survive the next five years and beyond.
With CommsCon over for another year I read what Chris Savage said with interest. It seems his comment that ‘half of Australia’s independent PR agencies will go under in the next five years’ has caused quite a stir.
As the managing director of an independent PR agency specialising in technology, I agree with Chris, but this only scratches the surface.
For me, specialisation is only the first step towards survival. If independent PR agencies are to truly thrive in the future, we need to look more closely at who we work with, the technology we use, and our media-focused mindset.
Being ‘bold’ is something Chris said that really struck a chord.
Right there with you Joceyln, great piece
Fantastic piece Jocelyn. Could not agree more
Jocelyn- well said! I agree entirely with your views. Chris Savage
Totally agree Jocelyn….we are all being forced to specialize in this new customer-led world. Generalists simply don’t add value that aligns with customer expectations.
Regards
Graham Hawkins
Appreciate the feedback. Thank you
Well put Jocelyn as always.
Being able to say no is very important and I agree that agencies need to specialise to succeed in today’s competitive environment.
We just need to be one step ahead of our clients with the use of technology and also to offer them ideas and content they couldn’t develop themselves.
Great piece. We’ve been specialists not just in IT but in enterprise data storage since day one. And it’s been the single most critical success factor for A3 Communications!