Should marketers adopt a results-driven delivery?


The public relations industry has seen many changes over the years, but none more significant then the results-based philosophy being adopted throughout the industry.

A new breed of pr agency has sprung up pushing aside traditional pr agencies, boasting results-based services under the banner of performance-led delivery.

Gone are the ‘bad old days’ when public relations agencies would request large fees to represent a client, to then simply send out a press release en masse to see what happens. Or arrange a booze up at the expense of a client, under banner of corporate hospitality.

Now, however, the public relations industry has had to adapt in order to not only re-establish its own reputation as a useable service, but also to show that the art or science of public relations can actually support modern-day business operations.

Indeed, the success of incorporating this philosophy has been so immense, that virtually all public relations agencies now promote the term ‘results-driven’ in their own external communications.

Although the public relations is a separate function to that of the marketing industry, although some would say public relations is a marketing tool (not true), marketing agencies need to consider the principles and practices that have been adopted by the public relations industry.

The business offering of some marketing agencies, such as Millennium, already understand and operate within the guidelines of results-based and performance-led, which has led them to establish long-term business relationships with their clients.

Some critics would say you can’t set a results-based approach to all areas of marketing, because of the industry’s diversity. But the public relations profession is not just about sending out press releases. It’s has numerous tricks – not just media relations – to introduce, maintain and protect corporate reputations. Besides which, if something is worth doing then surely it’s worth doing right. Plus, how can agencies expect to form long-term relationship with their clients if they don’t actually support their clients’ bottom-line?

The move towards setting pre-agreed objectives has already taken hold in the public relations industry, and this ideology has already helped to reflect the term ‘public relations’ as a must have weapon in any corporate armoury and not just an expensive way of wasting money.

So if the public relations industry can do it, surely the marketing sector must see a need to follow and introduce an end-game that reflects the needs of the client – surely.

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