Time to Give Public Relations the Full Toolset

Laura Pair, Synaptic Digital’s SVP and Group Sales Director talks about what she sees are the most critical issues facing PR professionals in 2018.

“The media landscape and the nature of modern communication has changed significantly in the last decade, but the last few years have seen a revolution. More than ever, public relations is critical in the establishment of the proper understanding of an organization’s point-of-view, values, purpose and actions. But despite this, PR budgets remain a fraction of those typically allocated to marketing and advertising. Equally concerning is the siloing of public relations, social media, digital and marketing teams and tactics.

Too often I hear PR teams lament that they may only engage in media relations – that only earned media counts. While coverage by an influential news outlet will certainly move the needle, earned media placements are harder and harder to come by, and PR teams are responsible for measurable results.

When I suggest that my PR clients use paid, social or other forms of content marketing to communicate their message, I am told they can’t because those tools are reserved for the marketing or advertising team. When I ask if the marketing team is working with them to distribute their campaign messages, the answer is almost always, “No.”

These silos must crumble! Gone are the days where PR messages should only be delivered through the filter of the press. Public relations is a distinct practice; its messaging is unique to its aims. It deserves a voice and every available method to speak it — even if those methods exist in the marketing, social, digital or advertising (paid media) silo.

The stories that public relations practitioners tell so well deserve the full toolset, and it’s time for PR to claim it.

Let’s see what happens in 2018.”