Public relations has a reputation problem. At least that’s the case according to a PR industry veteran of 16 years who predominately works with B2B tech brands. He says economic uncertainty has been a catalyst for shoddy communications practices, agency jumpers and flash in the pan marketing moments as opposed to sustainable brand building.
In recent years, fragmentation across the digital media landscape has put a strain on client-agency relationships as clients expect more than earned media and communication strategy, according to PR pros. Per the industry veteran, the communications industry has seemingly cut corners to keep clients happy, maintain business relationships and keep money flowing into the company. For the vet, it has forced him to widen his agency’s capabilities to meet client needs, specifically for the B2B tech companies he works with, which go beyond earned media and into strategy, he said.
In this edition of our Confessions series, in which we exchange anonymity for candor, an experienced PR professional and industry veteran shares frustrations with the industry, changing client expectations and his new business practices.
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