Opinion: How challenger agencies can compete with the big agency networks

Barbara Bates, global CEO at Hotwire, highlights the key areas where challenger agencies can go the extra mile to compete with their larger counterparts. For a long time in the industry, the behemoth agency networks were seen as the only answer. However, times are starting to change. Clients are telling us they want creative excellence… Continue reading Opinion: How challenger agencies can compete with the big agency networks

Opinion: Why we’re in the dying days of spin

Steph Bailey, FleishmanHillard Fishburn managing director, corporate, details what the agency uncovered in its recent Dying days of spin report into issues consumers expect companies to take a stand on. There has never been a better time to be in PR. Seriously. After long years in the marketing wilderness our discipline is finally getting its turn in… Continue reading Opinion: Why we’re in the dying days of spin

Opinion: Improving PR’s value by proving our value

To mark the publication of Platinum, a book from the CIPR with crowdsourced insight from industry leaders, Cision is publishing a chapter from AMEC chairman Richard Bagnall discussing how analytics and measurement provide the means of improving the performance and value of public relations. The era of PR being focused on media relations are long gone.… Continue reading Opinion: Improving PR’s value by proving our value

Opinion: Why I love working with disruptive brands

Emily Keogh, managing director of Palm PR, talks about working with disruptors and why having a disruptive approach to PR is a necessity for communicators. Uber, Tesla, Airbnb, Amazon, Netflix – what do these tech brands have in common? Over the past few years, we’ve seen all of them take consumer experience in their categories and… Continue reading Opinion: Why I love working with disruptive brands

Opinion: Why marketers are investing in micro partnerships

Jill Coomber, co-founder of OneChocolate, explores the findings of the agency’s report into micro partnerships and why marketers now value brand awareness and value, over sales. Our latest report, Navigating the new marketing must-have: micro partnerships, confirms that UK marketers are flocking to invest in micro partnerships, with 84% increasing their planned investment for 2018-19.… Continue reading Opinion: Why marketers are investing in micro partnerships

Building a foolproof crisis comms response in four steps

Perhaps the most important role for a PR is to be able to guide their company or client through a crisis. Given that nothing can wipe reputation, prestige and share price from an organisation quicker than a PR crisis which is spiralling out of control, crisis communications is, ironically, one of the best ways a… Continue reading Building a foolproof crisis comms response in four steps

Opinion: Lack of CEO engagement in comms impacts business growth

Laura Tallett, director of business and corporate at Speed Communications, discusses the struggle of engaging CEOs in marketing activity and how to overcome these barriers. Gaining buy-in from the senior leadership team is paramount to any successful comms strategy, yet many businesses face challenges when it comes to engaging their CEO in their marcomms programme.… Continue reading Opinion: Lack of CEO engagement in comms impacts business growth

Opinion: How award wins help build a PRable brand story

Antonia Goddard, marketing and communications executive at Product of the Year, explores how brands can leverage winning an industry award. In the age of instant digital celebrities, Love Island gossip, clickbait and fat-busting secrets, there’s more competition than ever to grab a few column inches, never mind a headline. Journalists are time-pressured, so we condense… Continue reading Opinion: How award wins help build a PRable brand story

Opinion: Why non-execs are PR’s bridge into the boardroom

Scott Addison and Tal Donahue, board director and senior account manager respectively at Infinite Global, argue that communicators should build relationships with non-executive directors to get their voice heard by the board. Given the speed at which reputational issues have risen up the corporate agenda over recent years, the arguments for PR to have a… Continue reading Opinion: Why non-execs are PR’s bridge into the boardroom

Opinion: How creatives can stand out in a data-driven world

John Brown, founder of Don’t Cry Wolf, passionately defends the need for creativity in comms and argues that data will never trump instinct when it comes to producing PR campaigns with cut-through. “I’m more of a creative scientist than just a creative”. This was a phrase I overheard being belched out at a recent industry… Continue reading Opinion: How creatives can stand out in a data-driven world