In this week's podcast - available at www.prweek.com/uk - Brady warns the onus is on agencies: 'There's a danger we can whinge about not having enough responsibility or big enough budgets, but we should focus on delivery.'
He believes agencies should educate clients on PR's advantages: 'We can turn things around with great speed. But too often we are only referring to crisis management.'
He also thinks the industry can be 'too philosophical about measurement and evaluation'. Instead, agencies can use the internet to be more precise, tracking results such as number of visits to the client's website.
He also urges PROs to think of themselves as 'marketeers' first and foremost. 'We must look at the power of PR, be prepared to communicate how PR can drive sales and be prepared to be judged by the results we create,' he says.
Take a look at Brady's Viewpoint on prweek.com/uk.