In this week’s podcast – available at www.prweek.com/uk – Hughes issues a ‘call to arms’ to the industry, saying: ‘PR has often bemoaned the fact that it has never had a seat at the table – now is our chance to change that.’
Previously, he says, communications were led by advertising agencies ‘pushing messages out to our audiences.’ Nowadays, however, ‘audiences want to be educated and informed. We have to earn the right to talk to them – and that’s what PR and communications industries have been doing from the start.’
Hughes warns that the ‘biggest risk’ is jumping on the social media bandwagon without good cause: ‘It’s not about buzz words – web 2.0 or blog – it’s about the changing nature of communication.’
If PR is truly able to understand these changes, and able to advise clients in a better way than advertisers or direct marketers, it will be the making of the industry.
Take a look at Hughes’ ViewPoint on prweek.com/uk