MEDIA: PR told to claim the high ground

TV sales house Laser has warned the PR industry that it needs to capture ‘the communications high ground’ if it wants to play a role in broadcast sponsorship.

TV sales house Laser has warned the PR industry that it needs to capture

‘the communications high ground’ if it wants to play a role in

broadcast sponsorship.



Martin Lowde, sponsorship manager for Granada and LWT at ITV airtime

sales house Laser, has rebuked the PR industry for losing considerable

ground to advertising agencies and has said that to reclaim it, PR

people will have to position themselves as ‘client-led communications

consultants’.



‘Most PR companies have shied away from broadcast sponsorship through a

lack of knowledge and a fear or uncertainty that it is not their

communications territory. Ad agencies and sponsorship consultancies have

filled this vacuum,’ said Lowde at a Public Relations and Broadcast

Sponsorship conference earlier this week. ‘To reclaim this lost ground,

the PR industry should consider broadcast sponsorship as not simply

sponsorship credits on screens, but rather ‘programme-led marketing’.’



He attributed the industry’s lack of involvement to its fear of

evaluation, but stressed that sponsorships can be measured with tracking

studies. He also advised the industry to develop ‘a closer relationship

with broadcasters and their representatives’ and to ‘think through-the-

line’ about merchandising, promotion, point-of-sale and direct marketing

opportunities.



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