The acquisition is complete, the attraction is here

[INSIGHT] It has been a rocky two years for the strategic communications and public relations industry.

Coming out of a prolonged period of public uncertainty, heightened skepticism of brand messages and general distrust of information, we find ourselves facing a more difficult but challenging challenge. much more important as we approach the second half of 2022.

We have a simple objective: to restore a position of trust in the leaders and brands (or companies) that we represent in the minds of South Africans. The question we should ask ourselves is: how do we play a meaningful role in this as strategic communicators?

With that, there are three priorities that PR agencies (or any business for that matter) should place at the top of their business agenda as a key priority in 2022 and beyond.

First, communications and public relations goals that are not aligned with business goals have no place in your 2022 strategy. Work that produces business results will bring business gains to agencies looking to elevate their offering to the above others. It is no longer a matter of burdened work but of work that delivers.

Second, PR agencies need to reassess their overall creative offering and the role creative plays in campaigns and ongoing work. There is a strong demand from customers and consumers for better creative crafting that elevates a conversation to its most powerful. Better creativity means it needs to be sticky, able to drive conversation effectively and cut through the whirlwind noise of the news.

The third objective – and potentially the most important – as it directly impacts the first two is the ongoing war for the right talent. Talent acquisition is over, and talent attraction is in.

Finding and retaining the right talent who delivers at the top of their game but also feels a sense of belonging and fits your company culture will be what will make or break agency success. Your values ​​are where you can have the greatest impact on value. As we always say, a better place for our employees and a better place for our customers.

~ Dustin Chick, Partner and Managing Director of Razor PR.


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Keith P. Plain