The PR industry is failing to fulfil its potential due to its lack of confidence and intellectual authority, The Marketing Society director-general Mike Detsiny said this week.
Addressing the Admap conference 'Measuring the Contribution of PR to Marketing and Advertising', Detsiny said PR professionals had the potential to lead total communication strategies but have been lulled into a false sense of security by the industry's growth.
HHCL chairman Rupert Howell said that PR consultancies were also not charging enough for their services to be properly valued by clients.
'Surely it is the PR consultancy that should be involved in the co-ordination of other communication suppliers when a company embarks on a major marketing initiative,' said Detsiny, who urged PR to headhunt heavyweight players from other disciplines.
Howell said the industry should utilise its profitability to build the rigour and profile of the discipline, in the same way that the advertising industry used the fruits of the commissioning system to develop planning methodologies.
Other themes explored included the need for client companies to create unified budgets in order to exploit the synergies of marketing disciplines, and the need for an integrated approach to tracking and evaluation.