A specialist perspective
In a world where PR agencies need to acquaint themselves with clients’ businesses at lightning speed in order to begin adding value, specialist agencies are coming into their own.
These are the agencies who employ people who already live and breathe the ins and outs of their clients’ worlds. As Napier’s Mike Maynard observes; ‘every market has its own language, needs and subtleties: understanding the backdrop against which clients operate is crucial if an agency is to have the insight that will drive great campaigns’.
For clients, this can mean accessing insight about their customers from a slightly different perspective. Travel PR specialist Rachel O’Connor at Siren Communications explains this with reference to a tourist board. Its director of tourism will know everything about that destination, but the agency can bring their knowledge of that sector’s audiences, derived from working from other companies in the sector.
As we move towards the end of a year dominated by amazing Olympic broadcast footage, it is also appropriate that we include in this supplement an article by a broadcast specialist, one area of expertise that virtually every PR professional will have on their radar.
Claire Murphy, consultant editor, PRWeek
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Ensuring PR plays an active role in the boardroom has never been more important.
The golden summer of 2012 showed that the future of comms is more than text and images.
Specialist agencies have the in-depth market knowledge to deliver the results clients want.
Capitalise on your specialist knowledge and transfer those skills to other markets.
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