PRs Aren’t Confident Enough To Put Forward Their Capabilities To Clients: Ross Dawson

PRs Aren’t Confident Enough To Put Forward Their Capabilities To Clients: Ross Dawson
SHARE
THIS



The public relations industry is struggling to visualise what it sees in the mirror in the changing media landscape. It’s having an identity crisis, says futurist Ross Dawson, and with that, sees it lack confidence in showcasing its capabilities to clients.

“Advertising is about having the answers. So that breeds a particular type of person and personality and interaction with a client,” Dawson told B&T.

“PR people don’t put themselves forward enough. They have the capabilities, but they don’t necessarily, aren’t necessarily strong enough, in being able to present those capabilities for the client.”

Advertising arguably has a large amount of ego in it, said Dawson, and PR doesn’t necessarily lend itself to that kind of individual.

“There’s a reality there is an arrogance associated within the advertising industry, an assumption of arrogance, which is very different to that of the PR profession,” he said.

“In categorising them, the advertising people believe they know it all, they position themselves in having the answers to give to the clients, so that’s why the client hires them.

“Whereas the PR industry is more around relationships. They don’t tend to be as arrogant.”

Dawson said it’s meant clients perceive PR to be a form of just media relations and getting the word out there, as opposed to turning to the PR professionals to help.

He added PR professionals can have the capabilities to communicate through everyone and be the gel between agencies and clients.

However, PR firms need to make sure they’re actually doing this.

“It has the potential to be [the gel],” he said. “And I think that arguably other disciplines are also well equipped to play that. It comes to PR professionals and PR firms enabling, first having the capabilities, but also putting themselves forward and actually playing that role of being able to help coordinate the bigger picture.”

However, he reiterated that he doesn’t suggest PR firms are necessarily the best ones to do this.

“But I think in general, they tend to have a broader view of the ways in which the customer’s are impacted.”

 

Please login with linkedin to comment

Advertising Standards Bureau CHE Proximity NRMA Insurance The Insiders

Latest News

Tinkerbell Is Putting Vegemite On Pizza
  • Marketing

Tinkerbell Is Putting Vegemite On Pizza

Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
  • Campaigns

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game

Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]

NITV Appoints Peter Noble To General Manager
  • Media

NITV Appoints Peter Noble To General Manager

National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]

IPG Unveils “Remarkable” 15% Q3 Growth
  • Advertising
  • Media

IPG Unveils “Remarkable” 15% Q3 Growth

With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.

by B&T Magazine

B&T Magazine
Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]