In an ever-evolving media landscape where stories are vying for attention, it's imperative to stay tapped into social media and the cultural zeitgeist. Chatting with Christiane Bruszis, Managing Director at Havas Germany, we learn about their integrated media model that is redefining the future of PR.
How would you describe the functionality of the partnership between an agency and its PR counterpart?
The PR counterpart is a valuable partner and helps the agency in providing holistic communication services to clients. This revolves around a collaborative effort to manage and enhance the public image and reputation of the clients by aligning on strategic approaches plus ensuring cohesive messaging in both campaigning and PR.
Back in the day, PR was about protecting a brand and its reputation largely through earned or free media: Press releases, statements, stories and crisis management. What has led to the PR function becoming more creatively oriented?
The major driving force for this development is the shift in the media landscape from being static, print-oriented, and characterized by a slower turnaround, to having a 24/7 news cycle in a digitally focused arena where countless messages and stories are vying for attention. Additionally, the economic dependence of publishers, rising production costs in print and online, and the decrease in media spendings mean PR must create messaging that stands out by crafting engaging multimedia content. Therefore, it’s about going beyond the traditional press release and being creative with contents and formats tailored to the right audience. That’s why we at Havas set out to redefine communications through our world-first merged media model. Replicating the convergence of media consumption, we blend traditional and digital publishing, content, social media, and data in a way that we believe defines the future of PR. Our strategy is to continue to own the earned, but now, to also earn the owned (channels, content, and strategy) for our clients.
How are you leveraging modern tech and/or social media in client work, and what value does it add to the creative process?
Social Media has become an integral part and established channel in both traditional campaigning and PR. New social networks demand creativity and adaptations but also provide opportunities to reach broader audiences, to be experimental and inspire. In terms of modern tech, such as AI, this offers the opportunity to discover more sources for creative input and to express ideas – especially visually – in a more individual, bolder, and tailored manner. Our clients are definitely open to testing AI solutions and are seeking experts within the agency.
What kind of projects does your agency call on a PR counterpart (in-house or external) to get involved in? In what ways have brand communications evolved in light of having a more integrated partnership?
Our in-house PR service caters to its own clients while also working on shared accounts. Within shared accounts, the PR counterpart becomes involved in projects encompassing brand, product, corporate PR, media and influencer relations, as well as events. In cases where clients require ad hoc crisis support, having the PR unit in-house and fully integrated facilitates swift and efficient communication between account leads and PR experts. From the creative agency’s perspective, the PR unit also provides support in campaigning. In terms of brand communication, the collaboration occurs on various levels, including strategy development, audience analysis, and the creation of a unified brand voice and narrative. Identifying influencers and testimonials, as well as managing relations, is also a crucial part of our in-house PR.