Collaboration within PR industry key in 2016

PR agencies are now being challenged to not only embrace digitisation, but ensure they have the necessary skills in place to ensure they can run well-rounded campaigns that are aligned, but reach as many people as possible. In addition to that, tough economic times are driving down budgets - so how do you ensure your clients gets bang for their buck?

There is no doubt that the economy is under pressure, and with the Rand at an all-time low and an unstable political environment for multinationals, companies are determined to look for ways in which to drive down costs. While the value of PR is understood, it is often a difficult part of the marketing mix to show return on investment. And if it is not properly executed, it will not show business results. This, along with the reality that the marketing budget is usually the first to be cut, means that agencies who are not at the forefront of changing tactics will be left behind. In 2016, the already blurred lines between PR and marketing will increase as they become even more integrated in order to cut costs.

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Lizelle McDermott, managing director of McD Squared, says, "The industry is facing a shortage of PR professionals specialising in a specific industry or vertical. I believe that in order for any agency to stand out from the crowd, they need to find a niche market and continuously grow their skills in that area as an organisation." The days of being a 'Jack of all trades' is over, as this results in mediocre results and the client paying the price of that mediocrity.

If you want to differentiate yourself in the PR industry in 2016 you will have to show your creativity. Agencies can no longer be complacent, thinking that the age-old tactics will drive to new business. "The new year will require creativity, flexibility and a willingness to learn new skills if you want to survive. If you are willing to evolve as an agency, you will survive, but, if you are not, you will bear the consequences. This will also drive the need for more collaboration with other companies and agencies, thereby growing a solid creative industry."

2015 has shown that clients are becoming a lot more involved in PR and have a more informed understanding of the practise than ever before. That said, there is increasing pressure on PR agencies to show that they can drive business value, rather than just a flood of coverage with AVEs that do not accurately depict the true value of PR. The integrated approach has also been a point of discussion in the industry for some time. As 2016 approaches, this discussion will be more evident in the way PR agencies operate and it will become more than just integrating traditional media with social media.

Digital agencies, PR consultancies in partnership

PR professionals will have to evolve with the times in order to stay relevant, and enhance their skills relating to content marketing and influencer relations to add to their overall offerings. Samantha Wright, Tech Girl editor explains: "Digital agencies are looking to partner with PR agencies that truly understand their clients and the industries they operate in. This results in campaigns that not only deliver results, but also drive exceptional value for their clients. By understanding the industry properly, you will be able to design digital, influencer, social and traditional media campaigns that drive value for corporates. PR agencies should not perceive digital agencies as a threat to replace the PR role, but rather see them as a mutually beneficial partner."

McDermott believes that there is no doubt that PR in 2016 will see closer collaboration between marketing, PR and other digital agencies. "Growth in inter-agency collaboration is an absolute necessity as we strive to come up with bigger and better creative ideas for our clients. We simply cannot let our internal skills limit us. Partnering with the right specialist agencies will enable PR agencies to take their ideas beyond traditional PR and social media execution, driving far more value for the client."