Thursday, September 12, 2013

Reimagining the mobile-enabled PR agency of the future

“Publically traded diversified energy company.”
Try texting that while juggling other tasks. It is how New Jersey’s largest utility company, Public Service Enterprise Group (PSEG), describes itself.
Basically it means PSEG subsidiaries – there are four with names too long to write: control power generation, distribution, line maintenance and infrastructure investment. In non-jargon speech, it means they are almost a monopoly, overseeing nearly all aspects of the energy universe.
But PSEG’s success got me thinking. How can public relations agencies corner their own communication market, becoming “diversified communication companies” along the way?
Energy to change
PR agencies can do that by broadening their offerings and by becoming true information access, distribution and generation conglomerates. What will be their “power lines” – their message distribution medium?
Two recent articles speak to this need but tackle it from different perspectives.
Earlier this spring, The New York Times advertising columnist Stuart Elliott reported on the rebranding of PR powerhouse Fleishman-Hillard turned “FleishmanHillard” and highlighted how the brand is becoming “an integrated marketing communications agency.”
What does this mean? Hint: it sounds a lot like “diversified energy company,” just dressed up differently. It means expanding the agency’s focus largely from traditional earned media to include paid media (advertising), owned media (think branded content and blogs) and increased capabilities to use social media as a critical storytelling medium.
Each of these examples rely – or should rely – heavily on a communication company’s mobile presence and that of their clients. 
Read the rest of the article on Mobile Marketer.