PR body PRIA told: You’re not relevant to consumer agencies
The Public Relations Institute of Australia needs a shake up if it wants to be relevant to consumer PR agencies, the managers of PR agency Mango have warned.
The comments came from Mango’s newly appointed managing partner Claire Salvetti, who has joined from Zing, and MD Simone Drewry.
Asked about this year’s PRIA conference and Golden Targets awards Drewry said: “The big consumer agencies are not represented there. The PR industry needs to PR itself better and the PRIA is probably part of that. It might be time to for it to refresh its image if they wants to attract some of the consumer PR agencies.
“I can see from the awards that have been given out, it’s an important place for government comms, issues in crisis comms, that kind of thing. But I feel as an organisation if they are going to attract some of the consumer agencies… to enter those awards and see them as important then it probably needs a refresh.”
Asked whether it felt to her like the PRIA was relevant to her as an organisation, Drewry said: “No it doesn’t. I probably will look at what’s happening at the Communications Council before I look at what’s happening with the PRIA.”
The Communications Council is the umbrella body for the advertising industry.
Salvetti added: “It’s not so much about the PRIA or not, it’s about who do I want to work with.”
Salvetti has rejoined Mango after a stint helping run Zing. She will work across the agency’s entire client roster, with a focus on the Telstra and McDonald’s accounts. Mango is part of the DDB Group.
Drewry said: “Appointing a Managing Partner was necessary following Mango’s significant growth over the past year. Claire’s experience of working in an integrated capacity is perfectly suited to the client base we have and the new business targets to which we are working.”
Before Zing and a four year stint at Mango, Salvetti worked for London based PR giant Freud Communications for five years.
She said: “I am thrilled to be back at Mango.”
4.40pm update:
PRIA issued the following comment from Nicholas Turner, the organsiation’s national president:
“I reject the criticism. PRIA membership reflects the diversity of public relations specialisations in Australia today.
“That said, the PRIA is an evolving organisation – looking to grow in a way that benefits members, and I would always welcome any direct feedback on how we can improve our offering to communication professionals.
“Speaking specifically about the Golden Target Awards (GTAs), while we annually review the GTAs and like to hear from our members about their relevancy and what attracts them to enter, the awards present an opportunity for members to showcase their outstanding work, and also provide invaluable case studies for others to learn from.
“Reflecting on the awards presented in Sydney recently at our national conference, I was impressed by the diversity of communication projects undertaken by consultancies, the corporate sector, government and community organisations across all categories. I also think there is some excellent work being undertaken in the consumer PR space in Australia. Some of this work was recognised in the Consumer Marketing and Social Marketing category – a category that attracted 40 entries and was reviewed by 10 judges.
“We always welcome new members, especially those who are interested in change and contributing.”
And PRIA also offered the following comment from Jackie Crossman, MD of Crossman Communications, who won in the Consumer Marketing and Social Marketing categoryof the Golden Targets:
“The Consumer Marketing & Social Marketing category of the PRIA Awards is the most fiercely contested year on year and we are proud to have been judged by our peers – including those from the whole gamut of the consultancy world, in-house practitioners and leading academics – as the Golden Target Award winner in 2011.
“Taking out this category is widely perceived as a massive achievement for consumer marketing consultancies. We have put up our best over many years for consideration, and while we may not have won every time, we will continue to do so and accept the decisions of the judging panel.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I totally agree – there are some great things about the PRIA, but I don’t feel it’s representative of the breadth of PR activity that’s taking place right now. I think many of us in tech and digital have felt that way for some time….
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The PRIA is and always has been a completely useless organisation. It’s an absolute farce.
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I couldn’t agree more with Ms Salvetti! The PRIA has never been a relevant force in any way, shape or form to support PR firms and the work they do whether in the consumer sector or any sector for that matter. As someone who’s been in PR for over 20 years in Australia, it lacks the credo and commitment of supporting and promoting the industry ala other service industries such as CPAs, law firms, even architects. As a result, more firms are opting out of belonging to the PRIA, the meetings I’ve attended are lacklustre and boring, and I doubt it will ever become anything more than a fee-collecting body that some agencies believe having “PRIA accredited” after their name will make a difference to some one, any one, when choosing a firm. Sadly, it doesn’t.
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Absolutely agree. The awards certainly reflect that! I don’t think they understand consumer PR period.
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I’ve just read Mango’s comments on the PRIA Golden Target Awards (GTA Awards). And I’m stunned, frankly.
I was the coordinating judge for the 2011 GTA Awards (I’ve been a judge for more than 6 years) and Simone Drury was a judge this year! Fancy her saying that the PRIA GTA Awards are not relevant when she herself was judging the entires for the Consumer Marketing category, sitting across the table from me.
First, let me say that there were 40 entires in the category and there were 10 judges judging the final entires on the day. Judges were from large and small agencies, from in house and from academia.
Then, let me point out that the PRIA GTA has strict criteria against which all entries are judged.
Mango’s argument that the major agencies didn’t win in the Consumer Marketing category because the PRIA isn’t relevant is moot. 40 entries from every conceivable agency and in-house PR departments from across the country were judged. is it sour grapes because Mango didn’t win any awards? Are their clients unhappy that they were not awarded trophies? The winners in the category won because they were the best campaigns this year in the Consumer Marketing category and met or exceeded all the criteria. As PRIA GTA judges, we expect all entries to be really good; we expect the winners to be great.
Whether the PRIA is relevant to the public relations industry is a separate issue and perhaps there should be some open and public discussion about what that industry body’s role is and what it could or should be. But the Golden Target Awards are coveted by all agencies and their clients – and not winning one should be taken in stride, an acknowledgement that this year, someone else was better.
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I didnt know PRIA still existed??!!?
I remember being taught about them at Uni and that was it.
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@Melanie I think Sim’s comments about the PRIA extend beyond the Golden Target Awards and question the clout of the organisation generally. (Disclosure; I work at Mango). It’s is my personal opinion that the PRIA is dusty, old fashioned and irrelevant. The events I have been to are poorly organised and boring. The PRIA needs to PR itself better.
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I totally agree. I was a very active member of the Public Relations Society of America (PRSA) when I lived in New York working on IBM PR, but since returning to Australia more than six years ago, I’ve heard and seen nothing from PRIA. None of my colleagues in Government and Non Government (eg Wizard Home Loans) have even mentioned to me that PRIA is an association to consider joining.
On the other hand, the International Association of Business Communicators (IABC) is much more active, and was recommended to me by a colleague at Wizard Home Loans. The seminars are fantastic, along with their awards. I suggest to anyone in PR to look at IABC.
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Redundant. Wouldn’t bother taking out a membership as no one cares anymore if you are associated with the PRIA or not.
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I have to agree with both Salvetti and Drewry, particularly as someone who runs a creative agency.
I have questioned the validity of being a member for the past year and I’m unsure about whether or not I’ll renew next time around.
I’m just not actually sure that I get any benefit at all from my membership. I find the events tedious and unbeneficial and the information sent to me is never relevant to creative communications. I’ve also noticed that my clients don’t even know who the PRIA are, let alone care if I’m a member.
Considering the exorbitant cost of being a member, they have a lot of work to do to keep me next year.
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In the last 10 years, I have done inhouse PR and comms for NGOs and governments. I started my career as a PRIA member and quickly worked out they catered for PR agency work rather than inhouse communicators. I check back occasionally but haven’t been persuaded that I would see any value in going back to them. They also don’t seem to take a public leadership role on behalf of our profession. I agree with Bernadette, a number of people have recommended the IABC to me.
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Hmm I wonder if Mango would be happier if there was an award section just dedicated to experiential, ‘integrated’ or large-scale commercial campaigns?! Is this part of the issue…?
But rather than bagging the PRIA outright, maybe they should take more of an interest in the industry body representing PR, one of the fields they exist within, and help create change.
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Interesting. I feel a strong pull to be connected to the industry and network with peers but haven’t been satisfied as yet as a PRIA member but it’s the only option. I look at the award sections and there is not one category I can enter?? I create consumer PR campaigns all day everyday (BIG ONES) and yet I can’t be involved. Crazy. I appreciate PRIA being open to feedback and really wanting to hear from members so perhaps this (while not best way to approach it) is a good thing.
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The PRIA is even more irrelevant for B2B let alone issues/crises. PR 1:01 eludes them. Has anyone ever seen a media release from them? Furthermore, they have managed to alienate all the key journos in this arena. They do absolutely nothing to further the understanding of the industry, just hold revenue raising workshops about the obvious. I’m passionate about the industry and I’ve tried to help but messages aren’t returned nor emails acknowledged. It’s been like this for years. I’ve picked up the baton and spoken to several Unis about PR/Comms courses and all agree on the irrelevance of the PRIA. I’ve been to a few IABC events and they far outshine the PRIA and the people actually know what they’re talking about. and . . acknowledge emails.
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Moni – it is not up to Mango to create change! It is up to the PRIA to effectively use the money given to them by members to properly represent the industry. Let’s hope the comments made here & by Mango instigate change & the PRIA finally reaches practitioners like the people I have worked with for many years, who currently see no value & in fact, don’t even mention its existence!
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The struggle of professional organisations to remain relevant is a constant one. As IABC President for NSW, I feel the frustrations of a diverse industry – in our case across a broader business communications industry including the internal communications functions and wider roles…becoming even more complex as we see the sub-division of PR practice evolving.
But what it really comes down to, is that the member organisation provides value for their membership and is representative of them.
Sure awards are an important part, but at the IABC we takes things differently. Does your campaign reach a globally recognised standard? If so you win an IABC Gold Quill. Forget prochrial awards amongst the small fish in the small pond. Aim to get get recognition on the global stage at a set standard recognised by your global peers.
Of course we relish in the PRIA bashing, but more seriously… recognise the challenges and welcome open discussion on the value of member orgsnisations. We think we offer a broader perspective for business communicators willing to open them selves to an international perspective.
PC.
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I feel that the PRIA has improved over a long period of time but still lacks great leadership for the PR industry. They are missing basic things that should be offered by an industry body. I don’t feel they are leading the way in PR, I am a member and receive not much communication from them (except promotional emails to spend more money on events). The AMI has just introduced FREE Professional Indemnity Insurance for ALL of its members (yes, free) and PRs are included under this banner. Makes your AMI membership absolutely worthwhile just for that alone. Appreciate suggestions above for other organisations worth joining. Thanks!
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I’m also passionate about integration – just can’t get enough of that calculus, dy/dx … all that stuff.
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Based on my 30 years in daily journalism and PR, this mob are (almost) totally useless. Gives you letters after your name, doesn’t answer correspondence, has severely flawed university accreditation process, holds lame functions, expensive workshops and teaches members how to write media releases. The university at which I recently worked decided it didn’t need the PRIA. The students continue to get jobs. The PRIA profession needs chartered status. Once it can purge itself of mediocrity, maybe it’ll be taken seriously.
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Many years ago I was a director of the PRIA and on the committee. It was quite distressing as every month we’d sit around a table and about 5 of the 7 members had not done a thing! Not completed any of the tasks they were assigned. This would be repeated every month. Yet they continued to be on the committee, I suppose for the seemingly prestige.
My next encounter with them a few years later when i was troubled with major staff problems, the number one problem for all small businesses. I had two staff who stole/deleted files from company computers and other similarly serious misconduct. These staff complained to the PRIA and instead of supporting me, the member, they actually sided with the staff.
I’ve heard of many similar stories about this ineffective organisation. They deserve the reputation that they have accrued.
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Personally, I believe Mango’s comments simply reflect the priorities of their advertising masters and are not at all helpful to the PR industry as a whole.
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It’s heartening to hear Simone was a member of the judging panel for the 2011 Golden Target Awards – I hope her decision to use Mumbrella to raise concerns about the industry association doesn’t see her excluded for next year. We need more of the fresh voices who have worked in today’s PR world on board at the PRIA.
If PR is all about two-way communications, then I encourage the PRIA to use this conversation as a trigger to start working the phones and bring Simone and Claire, and other leaders from the PR agencies that are delivering the PR work that Australia is talking about, to the table. If Ogilvy, One Green Bean, Edelman and Mango aren’t on board at the PRIA already then it’s time to smash the glass, press the emergency button and entice them in.
While the PRIA is working the phones, can I suggest management arrange for one of the Lifestyle Channel programs to give the Golden Target Awards a makeover. While I recognise budgets are tight, and volunteers limited, the event deserves to be a showcase of what our industry has achieved over 12 months. There were some very worthy winners this year, but let’s also celebrate the campaigns that got Australia talking even if they don’t tick the standard PRIA approved campaign formula.
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I recently ended my membership with the PRIA because it simply doesn’t add value to my professional life. So many opportunities (and a genuine need) for the industry body to get out in front but very little evidence – in my opinion – that they have a vision for the future of PR.
Maybe some fresh blood can turn it around.
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I regularly hear the same comment in Canberra.
People would like PRIA to be relevant, however they appear to have been left behind due to their conservative leadership.
Yes these are government people who say they feel PRIA is caught in a time warp.
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