Social Media and Online PR: Econsultancy's 2009 report

PR has been through a torrid 18 months, as have most sectors across industry. We launched thebluedoor in Surrey 20 months ago and have grown through the eye-of-the-storm. By taking the necessary lean approach, we are winning business, growing accounts but most importantly delivering our clients fantastic results and great service - exactly what we are paid to do.

Key to our offering is integrating online into PR communications strategies, which is why yesterday's report - 'Social Media and Online PR' from Econsultancy has been a must-read for us all.

WPP's Sir Martin Sorrell has been extremely vocal about the role online has in taking PR out of recession - it has an important role within any communications strategy. And this report into the state of the Online PR industry certainly demonstrates that his prediction is more than just crystal ball gazing.

Econsultancy is (in their words) "an invaluable resource for Internet professionals who want practical advice on all aspects of e-business". And, as a word of caution to the results, by its very nature, the people involved and interested in its community and research are digital practitioners or at the least curious about the role online has in business.

Just some useful insights into the social media and online PR industry include:

• Just 10% of businesses are not engaging with any social media activity
• Smaller companies are quicker to jump into the digital space and use the digital tools, due to their inherent ability to be flexible, as well as willingness to experiment
• Twitter's 'darling' status is clearly demonstrated: micro-blogging is the most widely adopted tactic used by 78% of companies
• 59% of respondents do not have social media rules in place for employees to follow

I was interested to see that 24% said that measurement - or lack of - was a significant barrier to more effective social media engagement and direct traffic to sites was the most commonly used metric to measure social media activity. I am currently working with Kate Hartley of Carrot Communications to produce the first online PR measurement guide for the PRCA. To be published in 2010, it is planned to be a useful, practical and informative overview of the best practice methods currently being used.

I have also got a keen eye on the types of agencies delivering social media and online PR for companies - particularly as the SEO industry is going through significant changes. Search is loosing its snake-oil qualities and its value is moving into reputation management, conversations and transparently - the pillars of PR. In Econsultancy's report the highest supplier sector is traditional PR agencies at 15%, followed by Digital agencies (11%), followed by Specialist online PR agencies and Search agencies level-pegging at 8%. (Interestingly 42% responded by saying that no external agency was involved in delivering social media and online PR activities.)

In Econsultancy's 2010 report, I am sure that we will see significant changes in this pecking order, unless traditional PR agencies work harder to up-skill and jump into the digital space properly. And this means using it and doing it rather than simply reading the books, blogs and research papers.

PR: wait... I: wait... L: wait... LD: wait... I: wait... wait... Rank: wait... Traffic: wait... Price: wait... W: wait... BL: wait... C: wait...

PR sector and recession: in or out?

Last week I, along with many of the other managing directors of the PRCA's PR agency members, attended the PRCA/CorpComms conference optimistically titled 'Emerging from a recession'.

However optimism was certainly not high on the agenda. Sir Martin Sorrell, CEO of WPP, delivered the key note speech which firmly stated that any hope of an upturn was not being translated into fees or orders.

However he did highlight three trends for 2010:

1. Geographical focus: although the PR/communications sector is stagnant in Western Europe, there is a 'gold rush' in Asia.
2. Online is key to any PR offering and currently accounts for 25% of the WPP business - and this growing.
3. Agencies offering consumer insights are highly regarded by clients and seen to deliver true value.

In addition, Sir Martin did share the opportunities for the PR world (and as opportunities, these can easily translate into threats if not acted upon):

• Globalisation: there is a key shift in economic power from Western Europe through to Asia, Africa and Latin America. And for those of us in Europe, coming out of recession will be slower and tougher.
• Overcapacity: the PR industry in Europe is bigger than the client need, therefore differentiation is critical.
• War on talent: the global demographics are resulting in a restriction on the supply of talent, therefore it is vital that agencies continue to incentivise, motivate and retain good staff.
• Internet: understanding and embracing Web 2.0 is vital, along with the associated understanding that it is increasingly what we know rather than who we know.
• Retail: this is a powerful force, and brands will need to maintain - even increase - promotional spending in order to main shelf space.
• Internal communications: after this period of deep recession, a focus on internal communications is now more important than ever. It is vital that a 50:50 resource focus is put on internal and external communications in order to ensure that CEOs adequately communicate strategic and structural change.
• Client centralisation: with the opportunities of globalisation and the internet, agencies will experience clients becoming more centralised.
• CSR: even in the dark days of recession, CSR continues to be vital for businesses - not as a charitable or altruistic response, but due to its fundamentals of good business practise.
• Government: as the biggest advertiser, the government is the UK's most significant client and as such represents a huge opportunity for the PR sector.

Sir Martin ended by saying: "Things are less worse, not better.... and those with a strong focus on branding and innovation will win."

As a member of the audience, I feel hopeful that our innovative focus on helping clients to integrate digital PR into their communications strategies will enable us to continue to grow through the death throws of this current recession. I also feel hopeful for our clients who have positively, even ruthlessly, responded to the opportunities that the downturn has brought.

PR vs. SEO: the great debate

SEO (Search Engine Optimisation) agencies have been extremely vocal about how the PR (Public Relations) industry apparently does not understand digital. Let's just knock that myth on the head - we do.

In this month's Communicate magazine's regular @loggerheads slot, I was given the opportunity to debate with Andrew Girdwood of Bigmouthmedia. Neil Gibbons, the editor, asked: "Who is better placed to assist a company in its social media strategy - a specialist PR firm or a SEO consultancy?"

The @loggerheads debate format doesn't really allow either side to win, and when two opposing sides are arguing from thought-out (dare I say, entrenched) sides it would be unlikely for either side to concede ground in such a public forum. However I stand by my principle that I have argued before and with Andrew during the debate: PR and online PR, and SEO are different but hugely complimentary skills.

The argument that SEO agencies such as Bigmouthmedia keep on recycling - that PR agencies just don't get digital - is null and void. We do. The standard of best practice and knowledge that I see coming out of the PRCA and its Digital Committee, as well as the industry in general, is amazing. Genius practitioners such as Mat Morrison at Porter Novelli, have deep and clear knowledge of both PR and the web (its technologies, its algorithms and its psychologies).

As an industry, PRs should stand up and be proud of our digital knowledge, our multi-channel experience and our online skills. SEO is extremely important in any social media strategy, however just one part of an online / off-line delivery specific to each client and their objectives. It's vital that both sectors understand and value each others' benefits, and work together in a way that delivers meaningful results.

PR: wait... I: wait... L: wait... LD: wait... I: wait... wait... Rank: wait... Traffic: wait... Price: wait... W: wait... BL: wait... C: wait...

PR and SEO: living in harmony?

PR is currently experiencing a squeeze from other disciplines. As 'Search' becomes increasingly reliant on good content, SEO agencies are becoming full service agencies. Offerings are becoming broader to include PR. Perhaps this is not surprising as PR has traditionally provided the good, interesting, robust content.

However, I believe that this encroachment presents a Pandora's Box of potential problems. Granted - SEO and Digital PR agencies essentially want the same thing - a client with strong search rankings, with traffic converting into leads, even sales. But, the ways of getting there using each discipline is different.

As the PRCA says - PR is all about reputation. PR communicates compelling, robust messages - stories - to a target audience who finds it interesting, useful and relevant. Although 'reputation management' is a bit of a red herring, PR professionals are expert in finding the 'so what' factor - is it new and why would a journalist (and ultimately his or her readers) care.

At thebluedoor, we start at the beginning by understanding a client's objectives in order to advise on a route forward. And in the shiny exciting world of all things digital, this approach to delivering excellent PR must remain the same. The strategic rules of PR have to stay solid - whether it is online or off-line, and wherever possible it is our job to ensure that these channels are integrated. In order to understand the rules of PR, specific industry experience is a must - which is perhaps what not all SEO agencies have. Yes, all industries have good and bad practitioners, but good PR professionals have spent time in the ring. Results don't just happen (in the main): we will have taken time to understand a journalist's agenda, followed their published articles, read the relevant publications and obsessively followed the news agenda.

I feel that it is vital for the different disciplines of SEO and PR to remain true to their origins and not become diluted. Instead of becoming an 'expert' in all things to all people, our combined challenge is to understand each others different but related areas of expertise. Agencies must work together, complementing each other, to achieve the best results for our clients.

PR: wait... I: wait... L: wait... LD: wait... I: wait... wait... Rank: wait... Traffic: wait... Price: wait... W: wait... BL: wait... C: wait...

Surrey PR agency (that's us) awarded industry standard for excellence

As we move into our second year of business, thebluedoor is celebrating! Last week we were awarded the Consultancy Management Standard (CMS) by the Public Relations Consultants Association (PRCA) – an internationally recognised gold standard of excellence. Of the UK’s 2,000+ PR agencies, only 109 agencies have passed this rigorous external audit which examines standards in management, communication and service delivery.

Since our launch last April, thebluedoor has defied the economic slowdown. thebluedoor works with a variety of national and international companies, delivering strategic, creative and valuable PR consultancy and services from press office function, crisis communication through to copywriting, growing in size and client base every quarter.

The timing of the company going live has been interesting to say the least! - the global economy has been extremely turbulent. However we are weathering the storm: we’ve doubled in size, increased our client base, are growing the team, and have begun our second year by achieving an industry standard that is recognised globally.

And in the words of Francis Ingham, director-general PRCA: “Well run businesses consistently deliver the results clients are looking for. The Consultancy Management Standard was developed specifically to ensure that PRCA members have the systems and structures in place to meet and exceed clients’ expectations. The Standard has been so successful that it has now been adopted in 14 countries around the world.”

PR: wait... I: wait... L: wait... LD: wait... I: wait... wait... Rank: wait... Traffic: wait... Price: wait... C: wait...