In a timely twist of fate, ZDNet’s Jennifer Leggio wrote a blog post today titled, “Research report: Is ’social PR’ for real? Which agencies get it?” The purpose as stated was to “determine which PR firms are best attuned to social media and are developing the most beneficial social programs for their clients” and to “get an answer to the question, “Is social media even what clients want?”
In it, Jennifer unveils some interesting takeaways for both PR agencies – how they can improve overall – and for clients. She also talks about some fundamental – but not all new – issues with the PR agency/client relationship, such as these commonly-heard concerns:
- Only 38 percent of respondents feel they’re getting quality of coverage promised during new business pitches
- Only 32 percent of clients consistently feel as if their agencies understand their core business objectives
And these newer concerns:
- A lot of PR agencies want to plug themselves into the social networking channel because it is the hot thing right now but PR is floundering
- Many high tech PR firms claim to “get” social media, but then turn around and push tactics as strategies in a one-size fits all way
More than 40 percent of respondents claimed that they are considering switching agencies. The top three reasons for wanting a new agency include:
- Agency does not understand the business / not getting coverage in the right outlets
- Agency does not have a blog or demonstrate good use of social networking tools
- Agency does not appropriately demonstrate the ROI of the program
We were of course ecstatic to read that out of all the PR agencies out there, PerkettPR was named as a “Top Considered Agency” – one of only six agencies consistently named as a viable consideration for clients considering an agency switch. For all of you who named us – here’s my direct line: 781.834.5852 – we look forward to hearing from you!
Read the full report here for all the details. We’d love to hear your thoughts.
At PerkettPR we pride ourselves on staying ahead of the curve and moving quickly. We try to recognize the shifts in our industry before our competitors, and quite often we are successful at embracing the shifts long before our competitors do – perhaps we are more flexible and nimble due to our size and therefore faster to adapt.
We’ve certainly seen this when it comes to social media. While bigger agencies are adopting social media and have begun to execute some interesting campaigns, many PR agencies fail to showcase any sort of social media presence of their own. Making a few videos for clients isn’t exactly a complete social media strategy. It’s just one component.
Cece Salomon-Lee of PR Meets Marketing decided to do her own analysis of which PR firms have a social media presence. Unfortunately, her list only covers those agencies listed on O’Dwyer’s list of Top 100 Independent PR firms. It’s unfortunate for us because we don’t share revenues and therefore cannot be included on that list. But dare I say our own social media presence tops everyone on it? It may be presumptuous – but take just one example – our corporate Twitter account has more followers than the top 20 companies combined and just about the top 100 as well.
Does a Twitter account make us social media wizards? No – it’s only one part of our social media presence – but it’s been a huge part. Twitter has opened so many opportunities for us and consequently our clients, and has led to a great deal of thought leadership opportunities. And, having been on Twitter for about two years now, we have learned many valuable lessons that other agencies are just beginning to read about. In addition, every PerkettPR team member is required to be part of the conversations happening in social mediums and each is consistently well trained on best practices across all these mediums, to ensure we put our best foot forward – for our firm and our clients – on all fronts.
Shouldn’t PR agencies be initiating more personal engagement to teach their clients how to do so? Or is it not important? What do you think? We don’t buy the whole “cobbler’s shoes” theory and how PR doesn’t have time to do PR for themselves. In one of Cece’s reader comments they mention that you should look at their client work and not their own. Is this enough for you if the agency doesn’t have a social media presence themselves? I guess in some cases this may be true, but when it comes to social media, you can’t really pull that off – if you’re not engaged and navigating these waters every day for yourself, how can you be successfully doing so for your clients?
We’d like to hear your opinions – is social media important to PR? Do big brands not yet recognize the value of social media and therefore the large PR agencies handling that work also have yet to care? Should PR firms be engaging as their own brand or just on behalf of clients? Does it matter?
Heather Mosley and I will be talking about this and more today on our client Lotame’s live radio show today at 11:30am EST http://ow.ly/jDX . Come listen, ask questions and test our knowledge. We’d love to hear your thoughts on social media and PR.