The PR industry lacks suitable individuals to act as PR ambassadors
in dealings with marketing directors and chief executives, Marketing
Society director general Mike Detsiny will tell the IPR next week.
Detsiny will speak at a conference organised by the IPR marketing and
communications group next Tuesday.
He will argue that PR is best placed among marketing disciplines to
advise senior company executives on their overall communications
But he adds that this does not happen in most cases and will not until
the industry gains more self-confidence and is championed by ambassadors
of high standing.
According to Detsiny, a former advertising agency chairman and marketing
director at Cadbury and Allied Breweries: ’The PR industry needs
high-profile ambassadors who are held in great respect and are well
known to marketing directors and chief executives. I don’t think there
is anyone in the PR industry who could fill the role. Where are the real
stars and household names?’
Detsiny believes the industry needs to attract mature people such as
former marketing directors and advertising agency chiefs to head PR
He suggests finding PR champions from outside the industry, such as
Prudential chief executive Sir Peter Davis, former Chancellor Kenneth
Clarke or proprietor of PR Week’s parent company Haymarket, Michael
Detsiny said: ’The PR profession lacks self-confidence and, more
importantly, intellectual authority. I believe intellectual authority is
the key to self-confidence, which in turn is the key to improved
He said senior PR consultants should concentrate on offering strategic
advice, and discussing the allocation of marketing budgets.