Following the recent benchmarking survey by the Public Relations Consultants Association (PRCA), which revealed that 28 per cent of PR agencies do not have a formal digital strategy in place, digital PR agency, Punch Communications, advises these agencies to up-skill their offering or risk being left behind the times.
In addition, out of the 124 agency managing directors and chief executives that undertook the survey, six per cent deemed the question of a digital strategy irrelevant. Not only is this a worrying statistic for these public relations companies’ futures, it suggests that their clients are not receiving a service that reflects the ever-changing face of media relations and online communications in 2011.
A PR agency that has not adopted a digital approach or, perhaps more importantly, is not offering services associated with the web to clients, may quickly find themselves out of touch with growing digital trends and approaches and as such, it will be a demanding task for a company like this to catch up with the times. An agency that keeps its finger on the digital pulse has a greater chance of keeping abreast of the constant online transformations within social media, mobile web and search engines. This also means clients of these agencies can enjoy greater consultancy and benefits, resulting in longer lasting working relationships.
Punch Communications has understood the importance of a digital strategy for a number of years. It has adapted gradually over time to mirror changes in the industry to bring clients a unique integrated print and digital PR, social media and search engine optimisation offering. The success of Punch’s three sided service can be observed in the expansion of the Midlands-based company, which has grown three fold during the past two years. This is a clear indication that businesses are searching for a PR agency that fully understands the digital world and how the various channels work together in one strategy.
Keredy Stott, senior account manager at PR, SEO and social media agency, Punch Communications said: “The digital world moves at a rapid pace and is arguably where the future of PR lies. PR companies that do not embrace online communications, whether with bloggers or via social networks, could find themselves lacking clients over the coming years as the industry continues to shift.
“The individuals that work for these PR agencies will also suffer in the long term and may find themselves under trained. The PRCA’s survey found that the average proportion of training budget spent on digital fluency training was just 30 per cent, which does not reflect the true need in the field.”
For more information about Punch Communications and the integrated services it offers, please visit www.punchcomms.com or call 01858 411 600.
01858 411 600
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