Advertising body ISBA launches first guide to PR

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.