Wednesday, June 20, 2012
This news might depress PR practitioners who know they do good work. According to judges at Cannes, advertising agencies are doing better PR work than PR agencies. No PR agency won one of 20 Gold Lions for PR. One could pooh-pooh the judging or feel depressed, but it is interesting that arbiters are finding advertising agencies to be more skilled at what we are supposed to do. Does this mean PR agencies should change the way they work, or perhaps, enter projects more frequently in contests? Many agencies don't want to be bothered with the task of preparing entries and one can hardly blame them. Winning awards doesn't necessarily translate into business. On the other hand, awards mean a lot to internal audiences, the employees who make an agency great. Any way one considers it, it is embarrassing for an industry not to dominate the category it represents.