PR firms looked a lot different a few years ago than they do today. Agencies were siloed and CMOs would sometimes spread their work across three or four different firms. Ad agencies, digital shops and PR firms all had different capabilities. And to be honest, some are still doing it that way today.
For many years, (W)right On Communications considered itself a PR firm.
Over the years, we added video and graphic design capabilities, but PR was our bread and butter. Five or 10 years ago, that ‘siloed’ model worked for us. Back then, PR professionals focused on traditional PR strategies and measured earned media based on advertising value equivalencies (AVEs). PR work was largely focused on the top of the marketing funnel (awareness) and not focused enough at the bottom (action). Back then, communications often happened in a vacuum. Today, the lines are blurred.
Savvy PR Firms Today
Savvy PR experts recognize that they need to focus on ROI for client partners and help advance their business in proven, “bottom of the funnel” ways. We take our client partners’ bottom lines seriously, from leveraging our AMEC certification in measurement and evaluation, to integrating ourselves as a full-spectrum communications agency. We’ve blended PR with other marketing and communication strategies to address an array of needs and drive powerful outcomes from multiple outputs.
From media integrations with local broadcast news outlets to social media campaigns to engage and build communities, (W)right On Communications has a diverse toolbox to call upon for client partners.
We’ve always said, “Media hits are not a communications strategy.”
PR professionals need to know how paid social media ads, inbound or content marketing, paid advertising, social media for customer service, community partnerships, earned media, and native content all tie together. It’s important to take a holistic, unified approach allows for more meaningful campaigns, better measurement and, most importantly, greater success.