Opinion: From our Readers - PR is best placed to create experiential

In response to your article on the closure of Cunning Stunts and Making Waves Communications (News, 29 May), in the marketing industry PROs are best placed to identify and amplify something experiential.

After all, we are the industry that has relied on word-of-mouth since the very beginning.

However, I think that some agencies really struggle to blend the three key disciplines that PR has in its armoury - media relations, digital and experiential. The best agencies will be able to offer a 'virtuous loop' between the three disciplines but that is unfortunately rarely the case.

Many seem intent on creating hopeless (and often too expensive) stunts that have no chance of generating media coverage or online chatter. All that does is make clients nervous and less likely to use experiential.

Another area where experiential dabblings spell disaster is when agencies are desperate to win an account and they over-promise. Or where they fail to offer wise counsel to a client with an experiential idea, or to stand up to another agency that has suggested such activity. It is usually an ad agency and we all know that they have no grip on the realities of what makes editorial.

The best agencies will always knock something on the head, rather than simply plough on, taking the money, executing the job, failing to get coverage and saying: 'Well, we did say it would be hard'. In these days of ROI-centric activity, it just does not, and should not, cut it anymore.

Martin Ballantine, founder, Piracy Corporation.

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