Budget Cuts: How will PR and digital replace above the line spend?
The Drum talks to PR professionals about how their communication channel can marry with digital to replace the lack of spend expected in above-the-line by the public sector.
With the public sector already in the thrust of budget and personnel cut backs, marketing has been heavily hit, leaving marketers with less money, but the same social problems to combat.
It’s already apparent that above-the-line campaigns will be thin on the ground in the coming months and years, leaving marketers with the, arguably, more cost effective tools of PR and digital at their disposal. Social media maybe a buzz word to many, but it’s a very real communications channel in conveying social messages to quickly - and cheaply – reach a wide audience.
“I think it’s fair to say that all organisations are looking for ways to get their messages across in a more effective and efficient way. This is true for both the private and public sectors. However, whilst many budgets are going to come under increasing pressure, particularly in the public sector, organisations still need to communicate with their stakeholders,” Allan Barr, head of digital and social media at BIG Partnership told The Drum.
“We’re certainly seeing more appetite from our clients to use digital channels such as Facebook, YouTube and Twitter to communicate with their target audiences.
“Don’t get me wrong, I think there is still a place for traditional print and broadcast advertising campaigns, but in this new age of austerity, I think we’ll increasingly see organisations turn to online PR as a more targeted and measureable way of engaging with their customers.”
Lyanna Tsakiris, account director for McCann Erickson Bristol agrees that the logical step is to utilise the cost effective means of PR and online.
“With boundless social networks, blogs, podcasts and forums spanning generations, interests and professions an integrated digital and online PR strategy is most definitely one of the more powerful and targeted combinations to help engage target markets in a language they understand,” she says.
“Social media has evolved so much so that it now impacts on the fabric of our everyday lives and although traditional PR shouldn’t be ruled out completely due to the fact that there are still many that don’t have access to the internet, online PR can effectively support digital allowing for two-way communication.”
Meanwhile, Nathan Lane, managing director at Bell Pottinger Leeds believes that the introduction of the financial restraints will see marketers forced into using new techniques and strategies and possible taking a fresh approach to communications.
“Einstein said insanity is doing the same thing over and over again and expecting different results,” says Lane. “The challenge of doing more with less will require new thinking from public sector communications managers. PR and digital already work hand in glove and we are seeing integration across both disciplines. PR can build an audience on and offline, provide content and, provided it is well optimised, support SEO. Integrated planning starts with sharing the campaign objectives with both disciplines and not pushing a digital or PR idea at the other discipline to ‘make it work.”
Meanwhile, Dougal Paver, managing director of Paver Smith believes that clients are still working in silos, with separate people overseeing differing communications mediums such as PR and on-line, which he believes will never meet.
“Whilst there’s a compelling strategic and technical rationale for us working closer together, we’re just not seeing it happen yet to any great extent. It doesn’t mean it won’t, of course,” states Paver.
“PR campaigns increasingly factor in apps, various social media tools and a wider appreciation of how on-line performance can boost message penetration and the lines are increasingly blurred. There’ll be another wave of integration between PR agencies and on-line experts soon to reflect this. I suspect the supply-side will be ahead of the clients on this, though, so there’ll be a big educational task required to make it work financially.”
Richard Ellis, head of communications for the membership body, PRCA, believes that there is still an education process to be undertaken within the public sector, however, by marketers in order to ensure that the use of PR and digital is fully effective.
“Turning consumers, or taxpayers, into advocates is the most powerful and cost effective way to spread messages and change behaviour. It is also a great opportunity to help communities inform public sector priorities and strategy," explains Ellis.
"The wonderful thing about PR is that individuals will re-tell a story or repeat a message that will be of interest to their peers. And the Internet not only makes it easier than ever for the public to share information with each other but also for us, as organisations, to engage with them and listen to them, helping us communicate more effectively. Many public sector bodies are already doing this, some extremely well, but for those who are used to simply sending out messages and not listening, the transition will be difficult.”
So whatever the full announcements are from George Osborne, digital and PR are potentially close bedfellows that are able to present ROI under scrutiny at a lower cost. So expect to hear a lot more about social ills and attempts at behavioural change through Tweets and a message from your local MP as they trying to poke you on Facebook.