Here, MOLLIE EDWARDS chats to professionals at agencies that have recently bolstered their media integration, hears from those who’ve been in the PR game for many years and looks at what this change means for the industry.
PUBLIC RELATIONS & CREATIVE STORYTELLING
Gone are the days when advertising agencies were able to force bland creative through overpriced TV spots; with today’s varied media channels, a campaign should leave audiences talking and curious to know more. Achieving this has traditionally been the role of a public relations team, and the guidance of a PR director in a creative agency can help spread that elusive talkability even further. This is also why PR is often linked to creative storytelling.
CEO of the Public Relations Institute of New Zealand (PRINZ) Elaine Koller says facts alone aren’t sufficient when it comes to engaging with people – and that’s where storytelling comes in. “To pique their interest or resonate with them emotionally – whether it’s done through
