Changing the Guard in Marketing Communications

Importance of influencers elevates PR role

There’s a changing of the guard in the marketing communication arena. While much has been said about the emergence of new media as a vehicle for communicators, in the meantime PR - one of the oldest and traditionally under-rated communication disciplines - has been quietly emerging as a more potent weapon for companies.

In today’s media-rich information age, and as public relations agencies develop more meaningful measurement techniques, PR is increasingly able to stand the scrutiny when it comes to evaluating what gives the ‘best bang for the buck’ among communication tools.

When American Al Ries, the ‘disciple of positioning’ who made companies and their strategists sit up and take notice a decade ago, says "Today’s brands are built with publicity and maintained with advertising. The cart is now driving the horse", that’s a sure sign something dramatic has happened.

Sydney-based Network Communications is one of the new breed of PR agencies that believes that in the new economy PR has become an essential, rather than a discretionary, tool for smart marketers. At the same time it talks the talk and the agency backs it with processes that marketers understand.

Network is a small agency - some call it boutique. But it fits the emerging needs of the business marketplace as described by leading Australian business publication BRW (November 3, 2000) when it said, “The wise old heads are back. After the dot-com youth wave, companies are rediscovering the value of age and experience”. Its principal - Grant Common - has more than 20 years experience running a PR agency and has handled a multitude of corporate and marketing assignments through several business and economic cycles. And its two Account Directors each have more than 15 years marketing communications experience - long enough to read and, more importantly, capitalise on the winds of change.

Network sees today’s marketers being openly skeptical about blindly accepting traditional communication techniques and challenging assumptions about their comparative effectiveness in today’s markets. They have witnessed how recent changes in media impact on the marketing landscape. And they see how running with these changes can provide big opportunities for companies.

“There’s a receptive audience among forward thinking companies. Most are searching to find new ways of doing things. They don’t have the pre-conceptions of their predecessors and are open and responsive to new approaches. Increasingly PR is one of their main tools because it fits so strategically into the modern marketing mindset,” says Common.

Today’s marketing professional has a much more complex job deciding how to communicate.

Thinking outside the square, which was once exceptional, is now obligatory with audiences fragmenting into niche markets serviced by a growing diversity in media channels. This diversity is both in number of media and number of new media channels such as internet, community radio and subscription television.

A decade ago advertising dominated. Messages were communicated largely by weight of media buy, and for consumer products often through saturation television campaigns on main stream media.

That’s all changed. Today the size of the advertising budget can’t always determine success. For example, in the youth market traditional advertising can actually alienate the consumer. As differentiation becomes the key to success, where you are seen, who you seen with and what others say about you becomes more important.

Today’s marketing professionals are more aware of the need to establish dialogue with key market segments and are more conscious of consumers wanting brand ownership. Increasingly marketers see public relations providing a more meaningful dialogue with these consumers. There is increasing evidence it’s a smart and profitable way to go.

Network states that public relations delivers credibility, influence and endorsement. Advertising still remains the cornerstone and the key budget component for many mass marketing campaigns. But public relations is now an essential part of front-end strategic planning within marketing decision-making. It can be implemented in a way that helps create a favourable environment in which advertising can work more effectively.

“Consumers look to trusted and independent sources for advice on what to do and confirmation they are doing the right thing,” says Common. “Often they do not accept the advertising message as they used to.

“Consumers are more confident and self-assured than ever before because they have more sources of information than ever before. If a marketer does not reach, and persuade, key influential information sources they run the risk that it will be their competitors’ products being recommended by the influencers.”

Network explains that every company has a “Network of Influence” it must recognise and nurture. And it contends that every major marketer should include influencer marketing in its communication strategy.

“Companies ignore influencers at their peril. Influential people are those whose opinions are sought and respected by others - whether for their expertise or because of their status. Influential media are those that sway public opinion,” says Common.

“Virtually every company, product or service has influencers who have the capacity to impact on its success.”

Yet Network contends many marketers have not yet fully appreciated the changing role of the media in the ‘new economy’ and too few marketers are seeing it other than an advertising opportunity.

Niche magazine titles have multiplied. Newspapers now produce more special sections to answer to increasingly targeted reader interests. Television - both free-to-air and pay - is developing a strong information and education base. And this is now complemented by the Internet - the largest information source of all.

News media cover business, products and services more than ever before. Many journalists need information on products, services and companies to do their job. Working with media influencers is critical to achieving persuasive communication outcomes. Supplying credible, relevant news and building media relationships for clients is a fundamental public relations task. It’s as important to a company as producing a price list.

Network provides a mix of services that reflect public relations’ newfound status.

The agency will evaluate, map and rank - and even audit - influencers and opinion formers or the ‘Network of Influence’ as they relate to a company (but most importantly to the consumers of that company). A number of processes and methodologies are utilised to ensure communication is tailored, then delivered, to influencers respected by the individual audience. Through strategically proven methodologies, Network can track, monitor and measure the impact of the public relations message.

“As a smaller agency we’ve struck a balance of seniority and youth. Three senior and experienced people cover key practice areas such as corporate, brand marketing, industrial and B2B. A team of fresh, young communication graduates handle most of the tactical implementation.

“It’s a combination that works exceptionally well,” says Common.

HOW WELL DO YOU SCORE IN YOUR COMMUNICATION?

Rate 1-5 (with 5 being excellent/exemplary)

1. Are you using the full range of specialist tools - advertising, public relations, direct, new media, CRM - and in a way that allows each discipline to take a lead role when it matters?

2. Do you know your "Network of Influence" - who influences whom and how important each is to your business success? And what they think of the company and its products or service?

3. Do you have an active program of briefing, informing and educating key influencers whose opinion impacts on your company and products?

4. Do you have a media relations program which includes the regular release of information and ongoing dialogue with media who are important to the company?

5. How do you rate compared with your competitors when it comes to media relations - not just coverage but the quality of that coverage and its favourability to you?

Score 20+
you are doing fine. Congratulations

Score 10-20
you have some fundamentals in place but probably need a fresh look at your communication strategies.

Score -10
you need help. Quick!

If you want to take a fresh look at your communications, use PR for a special project or consider your “Network of Influence” contact Grant Common (direct phone 8268-2206 or email grant.common@networkpr.com.au). An initial discussion will be completely obligation-free.