Jacky Hyams’ article on PR for design groups (DW 1 October) raised some interesting points, the most salient being, what are they hoping to achieve by it?
Most companies hope that good PR will ultimately result in increased business. However, if you rely on PR alone to drive new business development you are adopting a scatter gun approach. Not surprisingly, Mary Lewis at Lewis Moberly gets it absolutely right when she says: “Get known through your work”.
Although the article didn’t allude to it, it is possible, if not preferable, for companies to formulate and implement separate PR and new business strategies.
It would be disingenuous not to recognise the catalytic power of good PR – a good reputation widely circulated certainly makes our job easier. However, the development of new business requires different skills, strategies and tactics and design companies should be clear on what their objectives are and the type of external support required to achieve them.