Why am I excited? Because this panel session highlighted the enormous opportunity we PR professionals have within our grasp. That opportunity is PESO (Paid Earned Shared Owned).
From a client perspective that opportunity is about utilising a mix of channels that can help broaden reach but importantly, in the instance of paid for channels, target, with sometimes eerie precision, audiences.
The result being, communications programmes that can become infinitely more measurable and effective meaning a more enjoyable conversation with the CFO when PR budgets are scrutinised. The limits being, budge, imagination and, frankly, fear.
From an agency perspective, our opportunity is to charge onto the marketing battlefield and thrust our flag in the ground as the consultants that can truly advise across an integrated landscape. This is enormously exciting because if we embrace this new era of PR we will be able to finally prove that we deserve a seat at the top table.
So what’s stopping us? Navel gazing and pontification. While FutureComms15 has picked up pace, it was disappointing to spend the morning flogging the ‘are we trustworthy?’ debate to death again. We have to grow up and stop this constant self-indulgent discussion.
We have to evolve into something new to embrace the PESO structure and for the first time establish ourselves as a true profession, enhancing both the reputation of consultants and clients.
That’s going to take a change in the type of people we recruit into the industry, focusing on broader skills than spelling and sell-ins.
It’s going to take an absolute dedication to the cause of effective measurement to keep us on track and rid the world of AVE.
And it’s going to take some courage
Up for it?