Leveraging advocacy or negating badvocacy (negative endorsement) requires opinion-leading communities to be put at the heart of communication planning. It also requires new approaches that deliver a magnetic attraction to this informed and cynical audience - the days of being able to simply push messages to these individuals are long gone.
PR is brilliantly placed to deliver the new thinking, the new solutions and the new measurement techniques required for this new world.
We are not alone in spotting the opportunity, however. The whole communications industry is waking up to the new reality. A race is therefore on, and all of us, each day in the industry, truly need to believe that advocacy starts here.
Richard Moss, VP European brand programmes, Weber Shandwick.