PR agencies will not exist in a decade

Well said Rob, Couldn’t agree more.

The more we (comms, PR, creative earned media folk) talk about this and share our opinions, then one can hope that people will appreciate what we do and how the industry is evolving.

Look forward to reading the comments.

Totally agree Rob. In fact the traditional PR model has died already with many downsizing and looking to focus on quality and not driven by quantity. The new innovative, creative and content driven firm is what clients are looking for across all media.

I agree this is absolutely true for one part of the PR industry…. for the consumer and marketing comms PR agencies, for those focused on driving ‘media relations’ of old in a new world of social and content. Let’s recognize though that this is one, relatively narrow part of the ‘PR’ industry. There is a massive and vibrant, distinctive and bold future ahead for financial communications, investor relations, employee comms, issues and crisis management, hardcore healthcare PR, government lobbying and public affairs, channel PR- the list goes on. The PR industry is not driven by the ‘marcomms’ sector under the most obvious threat- those competing increasingly with the creative and digital and social agencies. Yes- they are under threat, need to re-position and reinvent- and also have the biggest opportunity- as they are ideally positioned to triumph in a world they grew up in- deep audience understanding, and earned media DNA .And they will triumph if they rebrand and reposition the way you are suggesting. Issues of this sector of the industry don’t fully apply to the huge and diverse interests of all stakeholders within the big and robust industry that is ‘Public relations.’ It’s never been in a better shape to ensure it’s powerful seat at the table. And is fortunate to have a reinvigorated and increasingly effective Public Relations Institute of Australia shaping and safe-guarding its future, and protecting the interests of all stakeholders in the wonderful industry.This includes agencies in whatever discipline, and also individuals, across all spectrums of the industry.

Agree brother!

Was just talking about this exact topic with PR colleagues last night. Totally agree!

There is a future for any marketing communication that is entertainment driven, which is generally the case with PR. Unlike ads that are usually made by people that are very enthusiastic about ads, unlike the rest of us.

I agree with Rob, but was surprised to see on Eleven PR’s website that they measure publicity success by calculating ad value. (I went to their website as I hadn’t heard of this agency before). Example: “The event generated…116 separate pieces of coverage published, providing a massive PR value of $1,128,612.”

And how many cents?! LOL. Personally, I don’t agree w/ this form of measurement. What does the coverage actually say? That’s much more important, and this is where the value of PR lies.

First job is to come up with a new name. Earned media creative agency does not roll off the tongue and describes very little of what we do.

But ‘the idea’ won’t come first. Before it comes the insight and customer/stakeholder understanding. Great media relations, investor relations, stakeholder engagement and so on starts with deep knowledge of said media, investors, stakeholders etc.

Exciting times indeed. I always think PR’s strengths come down to two things; relationships and reputation. Surely these could be a starting point for any new industry titles.

And sorry Rob, but +1 to Bernie’s comments about measuring PR value in ad value – yikes! Tsk tsk … 😉

Thank you all for the feedback. Generally the comments have been more positive than I expected given the headline. Chris and Jackie – I agree – I wrote this with consumer PR in mind and should have been clearer. Bernie and TDMJ – you’ve hit a sore point – the website and case studies are in the process of being updated. Hopefully our campaigns we’ve entered for Cannes this year will set a better example. Fraser, you’re bang on.

Well said Rob!

Digital is dead, long live PR.
PR is dead, long live Earned Media.
Creativity will never die.

This article highlights the key problem for true PR professionals. You see, the tasks that have been defined as Earned Media Creative Agency work are what true PR people are doing now. These people – as opposed to former ad agency, marketing or journalism trained/qualified people – promote effective two-way communication between an organisation and its vast array of publics. And media is just one of many ways of communicating to to just one of these publics – as in, the general public. True PR professionals strategise and manage a whole array of messages to multiple different groups. The problem is – and has been for a long time – that PR has been defined as mass communication. This is something that PRIA is aware of and, I hope, is working to change. Perhaps a name-change is exactly what’s needed to reflect the full spectrum of what PR trained and qualified people really do.

Graham White’s article is fantastic …. and this is, well sorry but it’s just dribble mate.

I mean let’s humour the article (aimed only at attracting readers it seems, whilst strangely and ambivalently kicking the strongest comms profession on the planet in the teeth for no explainable reason) for just a sec:

So, when the game that you play starts being emulated and played by everyone else too, you need to change the name of your game? You and your game are now doomed to extinction? …. because there are still some old-fashioned individuals still playing the game?

Honestly, the largest pile of horse apples I’ve seen in a long while.

No PR agency is outdated, due to the fact that the game being played is (in multiple areas) light years ahead of what everyone does in the comms industry.

Yes journalism needs updating, woop doop so what, and the sky is blue too. It’s beggard belief that hardly anyone sees or celebrates the timeless principles and usefulness of Public Relations as a game in its own right.

PR has had it right in so many ways for so long, and the biggest talking piece I can think is the fact that the greatest PR Agency in history hasn’t even been formed yet.

What PR practitioners SHOULD be concerned about, I believe, is the intelligent people who are left in advertising starting to go deeper with insights and mastering human behaviour and behavioural sciences.

That’s the only challenge that might knock PR off the top of the communications throne that I can see.

Thus the best thing a PR agency can do to evolve to the next level (and get back to being 20 years ahead again) is to buy/establish/incorporate a behavioural research agency/outfit that represents at least a quarter of total staff numbers.

All the rest, well no need to worry about a thing, all is nicely on track, you’ve got the best game in town and should ignore articles like this one.

As for “SEO”, well PR was doing that long before Google was a thought in a sweaty college dorm room.

“If I came down to my last dollar I’d spend it on Public Relations.”
Bill Gates

(the only thing I’ve ever like that Bill Gates has said 🙂 )

Great article Rob. We specialise in placing Talent across of variety of creative industry sectors including PR, Search, Social, Advertising and Content – and the lines are very blurry as to where one ends and another begins.

Dear Rob and others.
I have no problem what you’re suggesting. It has left me wondering though.

1. What will happen to the role of those who typically appoint a ‘PR Agency’?

2. Given you’ve named a specific tim- frame, what will happen in the next 3,650 days? Why isn’t it five years, or 15 years?

3. Isn’t all media earned? Even if you pay or own it?

I suggest that specilisation will not segment across owned | earned | paid but in terms of who a brand wants to connect with through its media. The days of mass audiences are rapidly coming to an end! The future’s bright though. Blindingly bright!