Richard Edelman’s March 9 blog entry “We Are Gaining Market Share” was insightful. He discusses Alan Gottesman’s article in Ad Week that cites PR experiencing 44% more growth since 1990, at least in terms of “body count”. Here are Edelman’s four reasons why:
1. First, PR practitioners are at the decision makers’ table as equals with other communications brethren. PR is often the source of the big idea. We are providing counsel on strategic options, not only implementing media relations programs. As Mich Mathews, senior VP-central marketing group at Microsoft (Disclosure: Edelman client) recently stated at the 4A’s Media Conference said “Microsoft’s new emphasis on digital means it wants the ‘creative, media and pr guys’ in the room at the same time when crucial marketing decisions are being made.”
2. Second, we are being engaged on assignments much earlier in the life cycle because PR is better able to establish a brands credibility. We establish the runway of trust so the advertising plane can take off.
3. Third, we are able to compete effectively in the world of dispersed media. We can work even more effectively in new media as we are accustomed to the dialogue and need for credible sources.
4. Fourth, we understand the movement toward a multiple stakeholder world, in which new voices such as NGOs or empowered employees are critical to building trust in a company or brand.