Tomorrow’s PR agencies
Sumita Patra reports in exchange4media
The final day of the ICCO Global Summit in New Delhi delved into issues confronting tomorrow’s public relations firms. The morning session focused on ‘Tomorrow’s Public Relations Firm: Capabilities and Service’.
Paul Holmes, President and CEO, The Holmes Group, chaired the discussion. The panel had Helen Ostrowski, CEO, Porter Novelli and Aedhmar Hynes, CEO, Text 100 as speakers.
Holmes underlined the need for having holistic strategy. “We need to deliver beyond traditional media relations,” he said. He also stressed on the need for globalisation.
Hynes made a presentation on ‘Agency of the Future’. “We need to have a global mentality which is all about having the best skill set and the best resources that we need,” she said.
Talking about the criticality of the adaptability factor, Ostrowski said it is important to have a different roadmap, formulate a new approach to risk-taking, focus on value proposition and have have diverse people on board.
Another session of the day deliberated on the topic of ‘Measurement: Our Holy Grail’. The session was chaired by David Gallagher, Partner and CEO, Ketchum, London, and had Peter Verrengia, Regional President and Senior Partner, Flieshman-Hillard Inc, and Managing Director, Communications Consulting Worldwide, as the main speakers.
The final day of the ICCO Global Summit in New Delhi delved into issues confronting tomorrow’s public relations firms. The morning session focused on ‘Tomorrow’s Public Relations Firm: Capabilities and Service’.
Paul Holmes, President and CEO, The Holmes Group, chaired the discussion. The panel had Helen Ostrowski, CEO, Porter Novelli and Aedhmar Hynes, CEO, Text 100 as speakers.
Holmes underlined the need for having holistic strategy. “We need to deliver beyond traditional media relations,” he said. He also stressed on the need for globalisation.
Hynes made a presentation on ‘Agency of the Future’. “We need to have a global mentality which is all about having the best skill set and the best resources that we need,” she said.
Talking about the criticality of the adaptability factor, Ostrowski said it is important to have a different roadmap, formulate a new approach to risk-taking, focus on value proposition and have have diverse people on board.
Another session of the day deliberated on the topic of ‘Measurement: Our Holy Grail’. The session was chaired by David Gallagher, Partner and CEO, Ketchum, London, and had Peter Verrengia, Regional President and Senior Partner, Flieshman-Hillard Inc, and Managing Director, Communications Consulting Worldwide, as the main speakers.
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