Global PR Summit 2015
The most important event in the global communications world’s calendar.
The key global benchmark of PR agency rankings, industry size and global comms trends.
The most creatively awarded PR campaigns and agencies in the world.
The Holmes Report profiles marketing and communications innovators from across North America and EMEA.
In-depth annual research into the PR industry's efforts to raise creative standards.
Coverage of the Cannes Lions from the Holmes Report in association with H+K Strategies.
Creative work, trends and views from the global public relations industry.
Dedicated to exploring the new frontiers of PR as it dives deeper into social media, content and analytics.
Our coverage of key technology PR trends and challenges around the world.
From brand marketing to conscious consumerism, coverage of key marketing and PR trends worldwide.
Coverage of healthcare PR and marketing.
Financial communications, sector news and mergers and acquisitions.
Coverage of global corporate reputation and communications news and trends.
The world's biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe.
A high-level forum designed for senior practitioners to address the critical issues facing the profession.
Exploring the innovation and disruption that is redefining influence and engagement.
The Holmes Report's annual selections for PR Agencies of the Year, across all of the world's major markets.
Bringing together in-house comms leaders with PR firms to discuss critical global issues.
P&G chief brand building officer Marc Pritchard today challenged the PR industry to take a leadership role, at the Global Public Relations Summit.
Arun Sudhaman 30 Oct 2012 // 12:00AM GMT
MIAMI BEACH--Procter & Gamble chief brand building officer Marc Pritchard today challenged the PR industry to take a leadership role at the Holmes Report’s Global Public Relations Summit in Miami Beach.
In a commanding keynote address on the eve of P&G’s 175th anniversary, Pritchard used P&G’s ‘Thank You, Mom’ Olympic campaign as an example of successful work that was led by the FMCG giant’s PR agency
“Was it marketing, PR, journalism, art?,” asked Pritchard, referring to the Olympic program. “It was all of those things. I would argue, at its heart, it was public relations.”
Pritchard noted that the campaign’s success was driven by its understanding of the real world - “the world of facts, actions and authencity.” This, he said, is “your world, the world of PR.”
However, he warned that “this is not a world in which most of your clients are used to operating.” Instead, most are used to owning messages and media. “We’re also very used to talking about ourselves.”
“Branding is what you say about yourself,” explained Pritchard. “Reputation is what others say about you.”
To help companies make this shift, Pritchard laid down the gauntlet to the PR industry.
“I have a challenge for you,” he told the Summit. “Take the leadership role your discipline deserves. This means you’re going to have to push back on us. Help us see the world through the eyes of reporters…through the perspective of audiences we must earn.”
That, said Pritchard, is where the industry is heading, where PR agencies have the ability to lead by creating the narrative and becoming the “executive producer of branding.”
But, he cautioned, “we’re going to fight you every step of the way.”
“So do us a favour, push us, challenge us, make us think about the audiences we need to reach. If you can use those famous PR powers of persuasion to take us where we need to go, we’ll all win.”
Pritchard also asserted that the PR industry needs to “step up” where social media is concerned, in response to a question from Citizen Relations CEO Daryl McCullough.
“Social media is the art of conversation and who knows the art of conversation better than the PR industry?” asked Pritchard. “If PR can step up and articulate that strategy, I think that PR can lead that.”
He also said that PR has “sold itself short” on creativity, and said the industry should lose its “inferiority complex.” “It’s actually a very creative industry. Reality brings something really creative.”
Responding to a question from McCullough about the loss of control experienced by marketers, Pritchard noted that “the power has never been in our hands, we just didn’t know it before.”
“Now what you need is, we need to be always on, 365 days a year,” said Pritchard. “People don’t think about our brands very much, but we need to make sure we are always a little bit top of mind.”
To do that, he explained, P&G has created a newsdesk for its brands , after studying operations at USA Today. “That allowed us to be always on and ready.”
Regardless of the work it produces, though, Pritchard noted that the industry continues to be hamstrung by its approach to measurement.
“It is still something that the PR industry and frankly digital agencies, need to figure out,” he said. “If we can’t measure it then it’s hard to value it.” In particular, he said that impressions are a very “blunt instrument”.
Ultimately, concluded Pritchard, it is up to the PR industry to make its case directly to its clients’ leadership.
“The people we all work with are smart and willing, but they don’t know what they don’t know,” he said. “The leadership needs to understand and embrace this. The story art is unique - the other disciplines don’t do that.”
Paul Holmes 28 Jun 2015
A question of definitions, a time to stop sounding so defensive, and reasons to really celebrate cre ...
Arun Sudhaman 26 Jun 2015
WPP CEO Sir Martin Sorrell sits down with the Holmes Report in Cannes.
We feel that the views of the reader are as important as the views of the writer. Please contact us at [email protected]Signup for Newsletter Sitemap
© The Holmes Report 2014