With Media Titles Closing, What’s That Mean For PRs?
Sharon Zeev Poole (main photo), is the founder and director of boutique PR and communications agency Agent99. In this guest post, Zeev Poole takes a look at what all the closures in the media business will mean for Australia’s public relations industry…
The media and communications industry suffered another massive blow this week when Bauer Media announced the closure of eight beloved titles, including Harper’s Bazaar, Instyle, Men’s Health and Ok! Magazine. To say I am absolutely devastated, is an understatement. Having worked with Australian media outlets for over 15 years, my heart goes out to all the journalists, editors, stylists, photographers and all others affected by this decision; as these magazines were such a unique part of mine (and my team’s) upbringing, and love for the industry.
Every month the impact of COVID-19 continues to be felt full-force across our nation and our shrinking media landscape is evidence of just how deep the financial strain runs. While many industries have taken a massive hit due to the pandemic, the continual axing of seemingly thriving media channels has me, as a PR agency director, a little more than concerned.
With the latest report from PR Newswire outlining that over a third (37 per cent) of APAC businesses are seeking to increase their earned media budget in the next financial year, the gears in my head are already starting to turn as to how the media landscape will accommodate this hunger. If I (and I’m sure many others) are really honest with ourselves, with a comparatively solid start to containing the pandemic, we possibly got a bit ahead of ourselves and thought that Australia would conquer this beast quickly and resume our old habits within a month or two. However, as cases surge once again, I am finally forced to sit at my (home) office and dwell upon that terrifying question…what is next for PR if the media market continues to shrink?
Please don’t misinterpret me, this is not a ‘what about me’ story. I think it’s an unnerving question that many agencies are scared to ask themselves. And ironically, more than ever, organisations are seeing the immeasurable value of organic, earned media pieces. So, with less platforms to amplify brand messages, where do we go from here?
GO BACK TO BASICS, BUT ALSO DO NOT WASTE ANY TIME TO EVOLVE
One of my team members decided to use her COVID-19 isolation time to undertake a personal goal: completing her masters degree in communication. While I was very excited for her to take on this challenge, I was more impressed to hear her reasoning behind it. She chose to do a masters as it was a deep-dive into communications theory, something she was very passionate about. She wanted to go back to basics as to why PR was developed and the purpose it serves in our community today.
I think many communications professionals (myself included) often lose sight of why we entered the industry to begin with…we love communicating with people and making a difference with a simple message.
But if anything can be taken from our experience now, it’s that each day brings a new and unique challenge, with earned media becoming increasingly more difficult to attain across the board. So, going back to basics of exemplary storytelling and boundless creativity will be the only way good agencies will survive.
Agencies will also need to evolve from their ‘bread and butter’ earned media capabilities, and instead become highly agile, diversifying their offerings like never before.
It’s time to go from being a ‘one-hit-wonder’ to a ‘one-stop-shop’ agency – irrespective of size.
If agencies and PR professionals want to onboard new clients and prove value ‘in lieu of media awareness’ per se, they will need an integrated approach that uses all the best aspects of PR, digital marketing and social, to drive visibility, engagement and meaningful results for their clients.
JOURNALISM AND PR INTEGRATION WILL BE KEY
While my team prides itself on strong media relations capabilities, the reality is that we are in the middle of a pandemic and journalists are rightfully prioritising breaking news stories, making our ability to achieve media cut through that much harder.
As outlets like the Bauer titles cease operations, the publications that remain will be limited to writing hard-hitting news stories or very niche content, whilst lifestyle stories will be reduced to shorter columns and features.
PRs cannot expect the same things from journalists as they did before, and vice versa. Journalists are becoming even more time poor than they’ve ever been and PRs are becoming desperate to secure placements for brands. It’s a lose-lose situation, but it doesn’t have to be.
Where the two roles can really find harmony is in genuine, relevant content that is specifically targeted and has a place within the wider network of the community.
While Agent99 would have loved to launch the new book of one of its real estate authors in March, COVID-19 had other plans. Instead of hitting pause, we saw a unique opportunity to pivot our strategy and give journalists a credible expert to discuss the changes and developments in the real estate industry due to the effects of the pandemic.
This resulted in far greater success long-term for our client than the book launch ever could have. While our relationships with journalists might look different from here on out, they are still there and ready to be nurtured.
REFRAME THE KPIs
Setting KPIs from the outset are a brilliant way for agencies to provide a scope for what can be achieved through a marketing campaign. However, in light of the media landscape changing drastically, agencies will need to ensure client/brand expectations are reframed, and that KPIs are set in line with a broader suite of tactics that ultimately achieve the set objectives.
One of Agent99’s long-term clients has been successfully putting a product release into market every quarter for the past 2 years, with resounding results each time. Now however, that same approach is met with far greater difficulty, with journalists advising they are not writing lifestyle content or require a budget.
Whilst we evolve our strategy to ensure we continue to deliver on our KPIs, despite it being a sticky subject, client education is key alongside this. Agencies will need to reassure clients that results and value can still be very much achievable; this may not look the same in all its guises.
As I sit down with my team and discuss the challenges ahead, I am excited to push our boundaries and think about the bigger picture for our agency and the communications industry as a whole. Yes, some days can be terrifying, but PR isn’t going anywhere; it will just be the new age that’s been evolving for quite some time – but just on steroids.
Please login with linkedin to comment
Agent99Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.