Who ‘owns’ digital strategy?

A Mumbrella article caught my attention this week and for me it highlighted what I see as the battle for digital ‘ownership’ between AD agencies and PR companies.

‘CommBank CMO Andy Lark: Public relations industry is about to blow it’

‘The chief marketing officer of CommBank has warned the public relations industry that it is going to blow the opportunity of seizing control of the agenda from other parts of the communications world.

“Any CMO worth their salt is willing to pour heaps and heaps of dollars into PR and PR programs because they are super effective and super efficient,” he said.

“(But) I think that the biggest threat facing the PR industry is that it doesn’t get off its arse and seize this point in time you have right now.”

“This is a really unique opportunity for PR about once every ten years, you had it at the start of the internet and you blew that one and you’re going to blow this one as well at the current rate of performance.”

“You have to seize the creative agenda and place the emphasis on creative and strategy and forget silly words like ‘reputation management’ and things that don’t mean anything to CMOs.”

“This is about building brands and selling products so walk through the door and say I’ve got a better way to build brands and sell products and it’s called PR and this is what it looks like.”

You only have to look at the success of Edelman to see an effective PR agency at work…

Adage named Edelman one of the best agencies of the decade….

‘Whether it’s through the use of traditional PR tactics or the development and implementation of digital, blogger and social-media programs, the agency continually breaks new ground in the world of communications and has redefined the role PR agencies are playing in the marketing mix.’

You probably can guess where I sit on this debate.

Digital adoption and social media have been the game changers that have required pr and advertising agencies to get with the program or face irrelevance.

As a consultant who doesn’t have to feed a large overhead, I can afford to be objective.

My point is that it doesn’t matter what ‘discipline’ you’ve come from.

‘A sound digital strategy is based on:

1. identifying the opportunities and/or challenges in a business where online assets can provide a solution;
2. identifying the unmet needs and goals of the customers that most closely align with those key business opportunities and/or challenges
3. developing a vision around how the online assets will fulfill those business and customer needs, goals, opportunities and challenges
4. prioritizing a set of online initiatives which can deliver on this vision

Within each of these stages, a number of techniques and analyses may be employed.’

In this dynamic environment no specific discipline can really claim ownership of this process…it’s simply about how well you deliver to meet your clients business objectives.

As an aside..

The firm Monaghan Helms, InkHouse Media + Marketing, released an infographic a couple of days ago that compares PR then versus PR now. It’s a bit of fun, take a look:

By | 2015-08-24T17:53:51+00:00 March 22nd, 2013|Social Media|Comments Off on Who ‘owns’ digital strategy?