Advertising body ISBA launches first guide to PR

The voice of British advertisers, ISBA, has launched its first guide to PR, which comes as the ad industry looks to 'better understand, manage and more effectively deploy' the discipline.

ISBA: the voice of the ad industry
ISBA: the voice of the ad industry
The guide, named Understanding, Managing & Sourcing PR Agencies, includes views from PR professionals, media figures and clients about the role of PR in today’s brand comms mix.

Produced in association with The Red Consultancy, the guide features contributions from a number of agencies and is supported by PRWeek’s editor-in-chief Danny Rogers.

The Red Consultancy’s chief executive Mike Morgan pointed out that ‘PR is no longer the icing on the brand-building cake’.

‘PR’s long-held creative skills are now combined with planning, giving brands the right mix of strategic and tactical thinking and offering highly effective new solutions to marketing challenges.’

Rogers welcomed the guide: ‘ISBA’s initiative is further evidence of the growing recognition among brand owners of the value of PR thinking on brand perception over the long term.’

Commenting for ISBA, Traci Dunne, ISBA’s consultancy manager, said: ‘In brand-building terms, PR has long been a powerfully effective amplifier of advertising. But PR strategy is now considered much more of a key element in marketing planning alongside advertising.’

The guide will be available for ISBA members to download from isba.org.uk, and features a ‘jargon buster’, on social media basics and advice on running a PR pitch.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.