Thursday, January 19, 2006

Ask & Ye Shall Receive (Maybe)

Not a week goes by after I call-out some emerging PR techniques that I get some validation!

I was in a pitch just yesterday, trying to convince the VP of Marketing at a fast-moving, innovative company that SHIFT Communications was one of the few firms that could keep pace with his company's bold vision and damn-the-torpedoes momentum. In the course of our conversation, we got to talking about ideas that might fall outside the traditional PR "box."

I brought up the idea of Rapid-Reaction SEM campaigns, and how a PR firm - properly empowered with budget, and fully entrusted with communications strategy - could help control the online dialogue when outside events occurred in the industry and/or on the competitive front. He "got it" immediately. If we win his business, I am going to make sure that this concept is on the table early-on: hopefully I'll be able to report back on the win, and the ensuing results...

2 Comments:

Blogger PR Minority said...

After trying to move away from putting PR, advertising and marketing under the same umbrella, wouldn't this be a step backward?

A PR firm promoting SEM in the form of AdWords is basically promoting advertising. At least to minimize expenses, wouldn't an affiliate program make more sense?

January 30, 2006  
Blogger PR-Guy said...

PR is about starting & influencing the dialogue, eh? There's little $$$ to be made by Advertising Agencies in keeping up with the daily news that could impact a client's PR, in order to spawn a fresh SEM campaign. It will fall on the marketer - who has no time.

Each day, for almost every client, we are scouring the news and wire services for info that could affect their PR/business. We report on our findings and often make PR suggestions as part of the service.

Why not go one step further, and garner the authority & budget to leverage this daily work into SEM Management?

I agree that it is NOT GOOD to buy PR and Advertising from the same firm. I see this as a gray area: and where I see gray, I see the opportunity for us to make some GREEN. ;)

January 30, 2006  

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