PR has no champions says marketing head

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.

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

strategy.



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

consultancies.



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

Heseltine.



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

business performance.’



He said senior PR consultants should concentrate on offering strategic

advice, and discussing the allocation of marketing budgets.



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