The owner of pr2go, the online PR business has criticised practitioners for failing to communicate what the discipline entailed after discovering that 76 per cent of businesses didn’t understand what public relations was.
James Hobday, CEO of pr2go, said that the statistics had come to light as part of ongoing marketing activity for the business. The online service stripped back the PR discipline to its most basic form, offering businesses and agencies the opportunity to access affordable PR.
The service, which sees a team of journalists with experience across a broad range of sectors prepare press information and distribute it on behalf of our clients for a flat fee, has proved a big success, both with businesses wanting localised PR but also with marketing agencies wanting to add value and offer the service to their clients.
“We’ve implemented a fairly aggressive marketing campaign to raise awareness and generate business, and the thing that has appalled me is the lack of understanding of what PR really is,” said James.
“To date, 76 per cent of people we’ve spoken to have not understood what PR is. We’re not talking your average man in the street here, we’re talking marketing managers and directors of large businesses with multiple regional sites needing localised PR.
“We spoke to more than 500 business people seeking to raise the profile of their company across the UK, and their definition of PR varied from telesales to mail-shots. Very few of them understood that it involved the use of online, broadcast and print media to get their key messages and stories across,” he said.
“It concerns me as it is such a massive industry and for those incorporating PR into their communications strategies to have such a weak understanding of what it means suggests that PR practitioners are missing the mark significantly when it comes to actually demonstrating and justifying their product,” he added.